Challenge

Consumer Experience

Mike’s summer, sponsored by

Campaign Overview

Tactics

Axe Card

Social Lifeguards

Yearly Extensions

Product Extension

Signature Events

Message in a Bottle

Party Posting

Mobile

Target Participants

The Beach Gods

Positioning

Strategy

How does Axe facilitate human interactions digitally in the

real world, beyond one-time events.

Mike sees an Axe Tent on beachfront and meets a social

lifeguard. Being the resourceful guy he is, he gets an Axe

card and a free sample of Axe on his way to his summer

beachouse.

Mike proceeds to signup for the social network online on

his MacBook. He spots a cool party on the Party Pole all

while looking for his first hook-up of the summer. He posts

a missed connection on the Message in a Bottle page. While

on the beach, he sees that someone replied on his Axe

Network mobile app and heads to the Axe Tent. There, he

finds a social lifeguard to tell them that he’s meeting with a

missed connection named Mindy.

Once he meets Mindy, they take photos at the Axe booth,

which they post online to the Axe Heat network. They chat

for a bit, and make a date at the “Balls Tourney”. He goes

with Mindy, they dance and hang out for a while but end up

going their separate ways when he meets Sarah, and Mindy

meets Mike.

The summer ends, but back at school, Mindy is looking

through her summer photo album and sees Mike’s picture.

She reverse geolocates him and sees that they actually

atttend the same school. Mike and Mindy reconnect at the

next Axe Summer Event.

Create an immersive, multi-platform beach takeover

that makes it fun and easy for guys and girls to get

together.

Credit card-sized pass

that allows a consumer

to participate in all

Axe Summer elements.

Every element (both online and experiential) will

have card validation (either through swipe or card ID).

Participants can get a card in one of two ways: online

or at a live event. No matter how they receive their

Axe card, they must set up a profile on Axe’s online

social network to activate it.

These are the ambassadors to the Axe beach

experience. They make sure you are having fun and

doing it in a way that will get you laid. They work out of

the Axe Party Stick Tent, where you access your card,

send messages in a bottle and check your party stick.

Events at bars and colleges doing the Winter and

Fall seasons which will recreate the Axe Summer

experience.

Axe Sunscreen. You probably wondered why they

haven’t done this sooner. This will be the hottest item

on the beach this summer.

Besides the smaller beach and bar promotions, Axe

will sponsor larger scale events every other week. One

example is the “The Balls Tourney” (volleyball). This is

a bi-weekly large scale even that Axe participants can

experience in a competitive beach environment.

This is where Axe’s summer experience

lives in the digital realm. Participants

can link up with friends; post photos

and videos, and even find long lost

summer hookups.

Reconnecting you with the girl you met

at the party last night or the girl who

left your room this morning.

Axe lets you and your newfound friends

know exactly were and when the

hottest parties are happening.

Allows access to Axe’s social network

services and all the hottest parties by

using the geo-locating technology, all on

your phone and online.

Meet Peter. Even at 22, he’s a man’s man. He’s the type

of guy whose girlfriend you want. He dates some of the

hottest girls around, and when you think he can’t find a

better looking one, he does. If you’re looking for Peter in

the summer, you’ll find him at the beach. He loves getting a

beach house with his buddies for the summer because it’s

a great way to kick back, relax and have a damn good time.

You’ll always find him with a pack of guys because that’s

where he gets his confidence. He’s up late partying on most

nights but always drags himself out of bed around noon to

catch the good rays -- even if he’s half hungover. He doesn’t

mind having a girlfriend, but if summer is around the corner,

he’ll most likely break it off because he wants to leave his

options open.

The scent to your summer hookup

Don’t hook up once... Hook up twice.

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