Lynx has appointed independent online advertising sales house w00t!media as a key online partner for its year-long ‘The Lynx Effect’ campaign.

The cross-media Lynx campaign will run across digital channels, TV and outdoor and direct consumers to a web site; TheLynxEffect.com. In-keeping with Lynx’s risqué advertising themes, 2008’s campaign will encourage members of the public to chat up random strangers.

Men’s body care brand Lynx began its first viral activity early January. w00t!media, which brings cult web sites and big brands together to deliver pioneering online advertising, brokered a deal for two viral videos, entitled Phone Dumper and George Pratfall, to be seeded by viral marketing specialist GoViral.

“w00t!media will work with Lynx throughout the year to reach its audience via targeted tie-ups with its online publishers,” said Austen Kay, Director of w00t!media. “Tactical Lynx advertising, for example when new products are launched, will feature on cult gossip web sites Popbitch and Holy Moly!’s newsletters.”

MindShare is the media planning and buying agency behind the campaign.

“Generating talkability among our target audience is key and the partnership with w00t!media will ensure ‘The Lynx Effect’ is at the forefront of people’s minds throughout 2008,” said Emma Gilbert, Account Director of MindShare Interaction.