Axe took to the blogosphere to build buzz for its new Unlimited deodorant body spray. Reinforcing the brand's "get the girl" positioning, marketers created two entertainment-based programs: an online video blog following the adventures of Evan and Gareth (evanandgareth.com), two young guys who go on the road and document their savvy moves to sway the opposite sex; and an online 3-D game called Mojo Master (mojomastergame.com) in which consumers could test their romantic techniques on hundreds of virtual girls.
Program support came in the form of TV, print, college media, an event tour and extensive pr.Consumers spent considerable time with the branded content, contributing to a rise in awareness for Unlimited and a strong start to sales of the brand. More than 3.5 million people have viewed the Evan and Gareth video, for an average of 30 minutes. Of the 10 million visitors to the Mojo Master site, 1 million downloaded and played the game, for an average of 1.5 hours.
Program support came in the form of TV, print, college media, an event tour and extensive pr.Consumers spent considerable time with the branded content, contributing to a rise in awareness for Unlimited and a strong start to sales of the brand. More than 3.5 million people have viewed the Evan and Gareth video, for an average of 30 minutes. Of the 10 million visitors to the Mojo Master site, 1 million downloaded and played the game, for an average of 1.5 hours.
posted by Carioca at 7:32 PM
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