Axe smells teen spirit in a new mobile campaign

Share this article:

Men's fragrance brand Axe is targeting teens in a mobile campaign that debuted early October and will run for seven weeks. The "Naughty to Nice" campaign, which aims to get 18-12 year old guys to sign up for free mobile videos via their phones, was designed with the help of mobile marketing firm AirG.

"AirG's customers spend an average of an hour each day in our community, and we're able to target these users based on demographic details, [such as] age, location, gender and income," said Allison Johnson, AirG director of communications.

The videos tie in to Axe's "Turns Nice Girls Naughty" campaign, an interactive video campaign at www.axevice.com/naughtytonice that lets consumers play detective in a noiresque world of sexy women in crime scenes involving the cologne. Users can do Internet research, watch YouTube clips and look at lab documents to find an undercover report on Axe and solve the case.

Banner ads tout the mobile component. Users who click on the ads are taken to a signup page where they enter their mobile number to receive a free viral mobile video from Axe. There is also an option for users to forward the video to their friends.

Axe's young male demographic is directly tied to the AirG community. A September 2007 survey of AirG's community revealed that 53% consider rap/hip hop their favorite type of music and 54% describe themselves as urban. Sixty percent rent an apartment or house, while 22% live with their family, 18% own their own home and 45% live with roomates.

"With these detailed targeting capabilities and [because] customers spend so much time in our community, the mobile platform is an effective way for advertisers to reach and interact with target customers," Johnson added.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.