Circus of Awesome

DIGITAL MARKETING AWARDS

NAVIGATION

The AXE Circus of Awesome was placed on a custom Heavy.com AXE Circus of Awesome channel (right).

All branded display ads (orange) throughout Heavy.com’s homepage and content pages would redirect to this channel. The channel housed all four phases of the campaign.

AXE Custom channel

PHASE ONE10/09/09 – 01/03/10

Phase one presented the opportunity for Heavy’s audience to “Join” the circus.

Heavy.com’s home page (right) presented custom branded display units (orange) promoting the Axe Circus of Awesome and redirecting to where the target could enter.

Heavy.com’s content pages (right) displayed Axe Circus of Awesome custom branded page skins, commercials, text links, and other ad units promoting the campaign. By clicking, these units, Heavy users were sent to the Axe channel, giving them the opportunity to “Join Now.”

During phase one, the Axe Circus of Awesome

channel (right) presented the form for contestants to enter their Double Pits to Chesty circus-like talent.

The contestant only had to write-out the talent which would incorporate Double Pits to Chesty. This way they could invent and imagine the move, building brand awareness.

The page also house the opportunity to watch Double Pits to Chesty videos (bottom), giving the target another way to interact with the move.

PHASE TWO 10/09/09 – 12/02/09

Consistent with phase one and the presence of the branded ad units, phase two’s home page offered Heavy users the chance to tickets to the final Axe Circus of Awesome Heavy 10th Anniversary Party live event.

Phase two content page (right):

Phase two allowed users to enter to win tickets to the Axe Circus of Awesome Heavy 10th Anniversary Party.

This gave the users a different opportunity from “joining the circus,” to still participate in the campaign.

Double Pits to Chesty video wrapper with Axe videos we’re kept on the channel during phase two.

Double Pits to Chesty videos featuring Adam Jones played at the bottom of the Axe Circus of Awesome channel during phases one two (below).

AXE VIDEO LINKS

Before each video, a Double Pits to Chestycommercial would play, reinforcing the brand name.

1. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-slow-motion/

2. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-can-cam-2/

3. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-x-ray/

4. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-behind-the-scenes-at-axe/

5. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/axe-motorcross-amazing-jump/

PHASE THREE

12/1/09 – 12/13/09

After choosing which Double Pits to Chesty talents were the most ridiculous and perfect for the Axe Circus of Awesome, webisodes of the contestants were filmed and promoted on the site.

Phase three promoted the six webisodes, advertising that the webisode with the most streams would win the $2500 prize.

Phase three’s goal was for Heavy users to watch and share their favourite performer’s webisode – causing mass AXE brand awareness.

Phase three content page (right):

The Axe Circus of Awesome channel hosted the six Double Pits to Chesty performer webisodes (below).

The six webisodes were lined up enabling Heavy users to watch several, if not all six videos, during a visit. Before each webisode, a Double Pits to Chesty commercial would play, reinforcing the brand name.

Below are links to the six Double Pits to Chesty performer webisodes:

1. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-acrobat/

2. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-soccer-trick/

3. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-capoeira/

4. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-break-dance/

5. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-bike-balance/

6. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-circus-clown/

ACROBAT

SOCCER TRICK

CAPOEIRA

BREAK DANCE

BIKE BALANCE

CIRCUS CLOWN

WEBISODE LINKS

PHASE FOUR12/13/09 – 01/03/10

On December 9th 2009, the Axe Circus of Awesome Heavy 10th Anniversary Party came alive. The co-branded event’s footage was filmed and posted on the Axe channel, keeping that Axe Circus of Awesome spirit alive for just a little longer. The home page (right) housed ad units directing traffic to the final event’s footage.

Phase four content page (right):

The Axe Circus of Awesome channel hosted the two Axe Circus of Awesome Heavy 10th Anniversary Party” videos (below).

FOOTAGE LINKS

Before each video, a Double Pits to Chestycommercial would play, reinforcing the brand name.

1. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-party-clips-part-1/

2. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-party-clips-part-2/

AD UNITS