AXE has got some interesting side campaigns going on aside from the “Clean Your Balls” campaign I talked about in post #10.
They joined forces with Funny Or Die to produce “AXE Manliest Rituals,” a mock reality TV internet series where two guys travel around the world to find out “what gets the ladies.”
Regardless of what challenge they face, they find that the ritual they are most accustomed to, “Pit Pit Chest” — named so for the areas that are sprayed with Axe in order — is still the best method of getting girls.
This campaign showed a lot of promise but wasn’t executed very well, to my disappointment. AXE could have created a huge cultural movement, the way Old Spice did with the Old Spice Guy, but their characters just didn’t rub off on the viewer. The episodes were missing something, too. They were kind of funny but not to the point where I felt tempted to share them with friends.
Others thinks so too.
Then I discovered AXE Music and their One Night Only campaign through a Youtube video ad. Although I might be a little biased as a concert junkie, I think this is a great idea. They’ve presented O.A.R. in Chicago, Weezer in LA and Wisin Y Yandel in Las Vegas. On their microsite, they offer visitors a chance to win tickets for themselves and 3 friends to the exclusive event set in an intimate venue starring big names. Those interested in attending must first purchase an AXE product, though, as a UPC code found on the back is required.
In addition to winning tickets, visitors can read artist interviews (so long as they have a UPC), see behind the scenes videos, and watch recordings of the events. I watched a bit of Weezer’s and discovered Jorge Garcia, who played Hurley in LOST, performed along side Weezer for one (and maybe more) of their songs. Awesome!
The microsite also offers visitors a minigame where they can create an animated crowd surfing version of themselves and virtually crowd surf online.
What a great, interactive campaign with a lot to offer. Love it! If I was a fan of one of the bands performing next, I’d definitely purchase a product for the UPC code and try to win tickets!
Peep it!FacebookShareStumbleUponDiggEmailPrintAxe, Chicago, Concert, Funny or Die, George Garcia, Hurley, Las Vegas, Los Angeles, LOST, Manliest Rituals, Music, O.A.R., One Night Only, Weezer, Wisin Y Yandel
This entry was posted on December 4, 2010, 9:47 pm and is filed under Brands, Fun, Interactive campaigns, Internet, Microsite, Prize incentive, Viral, Youtube. You can follow any responses to this entry through RSS 2.0.You can leave a response, or trackback from your own site.LikeBe the first to like this post.Comments ( 0 )Leave a CommentLeave a Reply Cancel replyYour email address will not be published. Required fields are marked *Name *Email *WebsiteCommentYou may use these HTML tags and attributes: Notify me of follow-up comments via email.
Subscribe to this site by email
New Stuff#51 Forget High Fives, You Deserve a Bear Hug#50 AT&T: The Fairytale#49 My Website#48 Red Bull Gives You Chances#47 Rituals and Concerts: More from AXEOther StuffDecember 2010November 2010October 2010I Like to Talk A Lot AboutBrands Celebs Controversial Cultural movement Facebook Fun Humorous Interactive campaigns Internet Kooky Microsite Nerdy Opinion Prize incentive Social good Trends Twitter Uncategorized Viral Youtube See, I’m OrganizedAd Industry (3)Animals (4)Banner ads (4)Brands (35)Case Study (2)Celebs (9)Controversial (7)Cultural movement (5)Damage control (2)Facebook (5)False advertising (2)Fun (13)Go Ducks! (2)Holidays (2)Humorous (13)Interactive campaigns (13)Internet (11)Kooky (6)Memes (1)Microsite (9)Nerdy (4)Not cool (4)Opinion (8)Politics and policy (3)Prize incentive (6)Sex (4)Social good (9)Trends (10)Twitter (10)Uncategorized (6)Video Games (2)Viral (7)Youtube (22)Email SubscriptionEnter your email address to subscribe to this blog and receive notifications of new posts by email.
MetaRegisterLog inEntries RSSComments RSSWordPress.comBlog at WordPress.com.Theme: Fusion by digitalnature.
Send to Email AddressYour NameYour Email AddressCancelPost was not sent - check your email addresses!Email check failed, please try againSorry, your blog cannot share posts by email.
CancelPost was not sent - check your email addresses!Email check failed, please try againSorry, your blog cannot share posts by email.
