AXE Body Spray: Evan and Gareth
TRANSMEDIA CONTENT PROGRAM
TRANSMEDIA CONTENT PROGRAM
OPPORTUNITY
Accelerate AXE body-spray deodorant growth through the launch of the new ‘Unlimited’ variant. Connect more deeply with the male youth market than had been possible through traditional advertising.
THE IDEA
Cast two improv comedians, give them $25,000 for a journey across the United States...then arm them with classic come-ons to pick up as many chicks as humanly possible.
To fully exploit content assets, we created a two-part brand programming effort:
First, an online comedic web series and seduction guide, lived out and posted online through a video blog. It’s the story of two guys, Evan and Gareth, who travel the country as ‘seduction crashtest dummies,’ taking the hits so others can learn the moves.
And second, a console-quality, online multiplayer game of seduction, aptly titled Mojo Master, where young men “work their moves” (with the help of AXE product power boost, and advice from Evan and Gareth) on 100 unique, 3D-animated women. Comprehensive PR, publicity, retail, and college campus activation helped create a ‘movement’ around the product launch & brand, and multiple online site partnerships drove traffic resulting in 10 million program uniques.
Accelerate AXE body-spray deodorant growth through the launch of the new ‘Unlimited’ variant. Connect more deeply with the male youth market than had been possible through traditional advertising.
THE IDEA
Cast two improv comedians, give them $25,000 for a journey across the United States...then arm them with classic come-ons to pick up as many chicks as humanly possible.
To fully exploit content assets, we created a two-part brand programming effort:
First, an online comedic web series and seduction guide, lived out and posted online through a video blog. It’s the story of two guys, Evan and Gareth, who travel the country as ‘seduction crashtest dummies,’ taking the hits so others can learn the moves.
And second, a console-quality, online multiplayer game of seduction, aptly titled Mojo Master, where young men “work their moves” (with the help of AXE product power boost, and advice from Evan and Gareth) on 100 unique, 3D-animated women. Comprehensive PR, publicity, retail, and college campus activation helped create a ‘movement’ around the product launch & brand, and multiple online site partnerships drove traffic resulting in 10 million program uniques.
Program presentation video
Playboy cover fold out featuring one the virtual girls from the video game based on the web series.
Console quality video created exclusively for AXE.
Heavy.com program activation
