Case Studies:   Axe

Goals

Unilever's AXE Body Spray sought to introduce its new Chocolate Body Spray into the market and build a qualified mobile database consisting of brand enthusiasts.

Strategy

Ping Mobile teamed up with Brightline iTV and the Axe keywords were advertised nationwide. Users who texted the keyword to Ping's short code were entered into the Axe Sweepstakes.

Results

The campaign generated over 30,000 text entries, providing Axe with a significant opted-in mobile database which they have been able to use to promote additional brand launches and events.