The Lynx/Axe target market craves innovation (and hot girls).

There have been a few nice uses of the sound input in flash but, we hope, none more satisfying than warming up our ice-woman by blowing into a microphone or pair of headphones. The more you blow, the more reactions you unlock, until you whip her clothes off and see her skydiving.

Each visit to the site is unique, encouraging experimentation and return visits.

The site was officially launched via email on the coldest day of the year and even before launch, 120,000 people had fun blowing.