The Lynx Touch virals extend the creative idea of 'Touch without touching', the notion that guys wearing the new variant can 'touch' girls without physically touching them. Virals gave us the opportunity to push the creative idea beyond the boundaries of TV. The 'x-rated' vignettes worked to extend the buzz around the launch and to drive traffic to the new touch website. The virals were exclusively placed on the website and acted as an enticement to visit and interact with it as well as to generate word of mouth amongst our target audience of 18-24 year old guys.