Both Axe (or Lynx, depending where you are) and Greystripe have a long history of mobile game campaigns. Axe was an early adopter of mobile advertising with its range of mobile applications (check our video here). The latest release is a pogo tie-in game for the iPhone “double pits to chesty” skateboarding campaign.
The idea behind the game is to teach guys how to properly use the body spray (not that difficult, I would have though). It’s a brand tie-in with a series of “extreme” sport campaigns that Axe is running:
It’s a full game with multiple levels, completely for free. You can try to play it on-line at http://www.wildgames.com/games/axe-pogo-xtreme. It also has a slight social networking feature, which allows you to post your high score to Facebook.
From the release:
“Gaming is the perfect medium to reach our guy and the AXE Bodyspray Education gaming initiatives are the biggest and most exciting we’ve executed as a brand,” said Jay Mathew, U.S. Marketing Director of Deodorant. “AXE always strives to be the first to flirt with new and relevant technology, as it helps us stay relevant and appealing to our target.”
“We’re thrilled to work with AXE and provide an innovative brand experience for the iPhone generation,” said Michael Chang, CEO of Greystripe. “Now, more than ever, brands are looking for new ways to engage audiences across multiple channels and we’re proud to offer this through our unique in-game advertising platform that enables media buyers to extend online ad units directly to the iPhone.”
What we think?
This isn’t as good an effort as things we’ve previously seen from Axe, but as free advergames go it’s fairly high-quality. I’m just not sure are all that in to extreme sports anymore. This campaign might have seen a better response a few years ago when Jackass was popular, and people still knew who Bam Margera was.
