On May 06 Lynx introduced a real time social hub app allowing multiple users to post messages, photos and videos of their nights out to help them do what was previously deemed almost impossible—remember what happened yesterday night when the morning comes. So far only partygoers in the United Kingdom have this opportunity as it was only a soft launch. In three weeks, according to the brand, this software will be made available to general public using the existing social media outlets owned by the brand, such as the Lynx Facebook page, Youtube channel and the Lynx Effects website.

Where are you? How did you get here yesterday? Why are you wearing your girl-friend’s shoes—all of these questions can easily be answered provided you cared to start a log of your party through social media using the Lynx Stream app the night before.

The app developed by a US-based digital agency Razorfish is now available for free download at iTunes or Andriod Market. After the download is complete, a user may connect with his/her friends on social media and create a hub where they can share all kinds of materials to document their party.

All the submitted materials are saved at www.thelynxeffect.com/lynxstream. The user may come back next  morning to ‘refresh’ the memory (provided, he/she remembers the link) and share the memories with his friends.

According to brandrepublic.com, Josh Dean, senior global brand manager, Lynx, Unilever UK and Ireland, told that the app was designed to «get guys talking about Lynx, build brand equity and have a halo effect across the whole brand portfolio.»

He said: «Lynx is talking to men in a new and exciting way, helping them improve their chances in the mating game, while making them feel more confident and attractive in the process.»