Brief: Create a campaign microsite which integrated with, and built on, the fragrance’s launch TV commercial. Idea: The website takes the idea of the Lynx Touch Effect one stage further, by encouraging visitors to “get the touch” for themselves. Execution: Arriving at the campaign website, users can play a series of light-hearted sensory challenges, enabling them to become “Touch Masters”. Becoming a certified Touch Master gives the 16-24 year old Romeos access to exclusive content and allows them to challenge others. Results: 750,000 unique visitors in the first two months. 61.50% of users who played one game went on to play all four games.