Planet Axe and Axeman Mobile/Social
Platform(s): Web, iOS, Android, WinMobile, Facebook
Release: 2012
Publisher: Unilever
Role: Creative Director and Executive Producer
Planet Axe and Axeman Mobile was an innovative interactive experience that took advantage of connected cross-platform initiatives within the digital space to create a interconnected loyalty program based on Unilever's Axe brand body spray products. Designed to track participation across all platforms and filter it back to the web-based Planet Axe hub, users could earn Axe points by playing Axeman Mobile and other linked entertainment products, engaging in beneficial social activities like linking to Facebook, posting messages, sending out friend requests, liking news articles, buying Axe brand products, and so much more. This virtual currency could then be used to purchase digital rewards that helped users enhance and customize their Axe experience or even trade them in for real-world rewards like body spray, T-shirts, downloadable songs, and tons of other cool products designed to promote and evangelize the Axe brand.
Axeman Mobile was in itself another one-of-a-kind interactive experience. A rail-shooter by nature, the user took on the persona of the Axeman, a guitar-wielding hero out to save the world from the forces of darkness. To do so, users would flick notes at ‘uncool’ enemies while tapping to deflect objects being thrown at them as they rescued fans. Notes were generated dynamically by the songs that were playing, allowing users to access their own music libraries to ramp up the action. This allowed Unilever to take advantage of partnerships with iTunes, giving away songs that were designed to make the game even more fun. Multiple environments, downloadable content and a dynamically flowing UI that reacted to how well the user was doing were designed to enhance the experience.
Of course, it all filtered back to the Planet Axe hub. Leaderboards, active feeds and message systems made it a truly socially-aware product with the brand firmly in place as the center of the universe creating a product and marketing experience that was truly one-of-a-kind and years ahead of its time!
