Unilever’s Axe deodorant spray, together with Walton Isaacson and Brightline iTV, tapped Ping Mobile to provide the mobile technology in order to promote their newest product in its line of body-sprays – Axe Dark Temptation. Although Mobile was only one part in the national 360 degree ad campaign, it proved to be a powerful and effective advertising medium.
GOAL: The goal was to find the most effective way to increase product awareness, track interactive responses and build a qualified mobile database consisting of brand enthusiasts while at the same time attempt to engage consumers in a creative and interactive manner.
STRATEGY: It was agreed that promoting a sweepstakes with text-to-win capabilities would unquestionably achieve those goals.
IMPLEMENTATION: Ping created 6 different keywords, AXE1 through AXE6, and inserted them into the different advertising channels that were being promoted nationally. The keywords were strategically attached to movie preview commercials, video on demand programming and Dish Network spots which promoted the Axe Dark Temptation Sweet Life Sweepstakes – a drawing where consumers could win thousands of dollars in prizes and cash. When users texted the keywords to 74642, they received one entry into the sweepstakes and were driven to buy the product in order to gain another 50 entries. What this accomplished, was to let Axe track which ad channels were receiving the most ‘interactive attention’, during which days and which times – down to the hour. Ping provided Axe with real-time reporting so that the spots and promotions could be scheduled appropriately, targeting the most suitable demographic.
RESULTS: The campaign proved to be tremendously successful – generating thousands of text sweepstakes entries and building a significant double opted-in mobile database at a rate of 20%.
This campaign proved that Mobile, even though powerful on its own, can be extremely effective and valuable when added on to any ad campaign. In the case of Axe, adding a Mobile component to its existing sweepstakes campaign was not only easy and cost-effective – it was powerful as well.