AXE Creates a reality t.v. show on MTV
AXE in the US created the Game Killers reality t.v. show which is screened on MTV. As a brand AXE gives the male the 'edge in the mating game' and this case it is all about keeping your Kool in the face of competition very on brand. After experimenting with few online takes on the content area e.g. Ravenstoke the full t.v. show was inevitable. If people are not watching the ads how can you put your brand infront of them? 1. Slow Motion offers a la KFC see below 2. Sponsor what they are watching 3. Digitally superimpose your brand in what they are watching see below 4. Create original programming that they would watch in its entirety and even follow as in GK above All quite simple really.