To promote its deodorant spray in an innovative, fresh way. Axe has created a downloadable iphone game, Pogo Xtreme. Players must perfect that mainstay of the morning grooming routine, the deodorant spraying motion – a move Axe dubs the ‘double pits to chesty’.
Axe’s target demographic for the campaign is 16-24 year old males, which just so happens to be the prime gaming demographic too. Pogo Xtreme plays upon young males’ interest in X-game sports like Skateboarding and BMXing, which contain bizarrely named moves such as ‘nosegrind’ and ‘fakey flipside olly’.
In its iphone game players pogo about collecting Axe deodorant cans. Once a certain number of cans have been collected, players are prompted to perform a ‘double pits to chesty’ move on the pogo stick. Sexy girl ‘affirmations’ encourage them to keep playing. Users can log scores on social networking sites such as facebook.
Pogo Xtreme is one of the first full length multi-level branded iphone games. In
conjunction with the free, downloadable game, Axe has paid for advertisements across the whole range of downloadable iphone apps.
BRAND: Axe
BRAND OWNER: Unilever
CATEGORY: Toiletries/ Cosmetics
REGION:Global
DATE: Jul 2009
AGENCY: Wild Tangent/Greystripe
MEDIA CHANNEL
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