Brilliant piece of content from Soap creative for Lynx Australia. They’ve brilliantly hijacked the rugby hysteria happening for the Rugby World Cup and produced a cheeky ‘rules of the game’ video featuring a bevvy of beauties. They’re definitely not an official sponsor but they’ve created a viral sensation, racking up 880k views on youtube in a week. Well done Lynx and Soap. On the flip side, a social media fail has been Mastercards ‘Ask Buck’ campaign – it’s boring, been done before and lacks any follow factor.