This taps into a truth that in China, the generally shy guys tend to indulge their fantasies via adult content. Therefore Lynx encourages them to surrender their “fantasies” in exchange for the product that will help them to find real girls instead.

In just one day, over 300 discs and 200 magazines of adult content were surrendered in exchange for Lynx samples. On the university campus where it was implemented, the activation created a lot of excitement and grassroots buzz. A film, capturing the event, has generated more than 1 million views online. Numerous media outlets reported on the activation resulting in free PR.