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Polar Bears

Polar Bears. At MTV, a New Show That Pushes Deodorant. At MTV, a New Show That Pushes Deodorant. This week MTV is launching a show called “The Gamekillers.” Why is this new show such a big deal? Something behind the show is that it will be advertising Axe deodorant throughout the show.

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Polar Bears

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  1. Polar Bears At MTV, a New ShowThat Pushes Deodorant

  2. At MTV, a New ShowThat Pushes Deodorant • This week MTV is launching a show called “The Gamekillers.” • Why is this new show such a big deal? Something behind the show is that it will be advertising Axe deodorant throughout the show. • But, the show is not trying to lead its viewers to think that they are watching an extended commercial

  3. This type of advertising is not just being used in television, but is starting to pop up on the web and in some movies. • Why are advertisers switching to this line of advertisement. Today it is all to easy to change the channel, or now with tivo and other similar products, fast-forward through commercials. • The problem facing the advertisers is to make it known, but not to large that viewers turn away from it, but not to subtle so they do not see it.

  4. Nike tried something similar in 2004, by producing a full length movie about the underground sneaker-collecting culture. It turns out that even though the film did not do so well, it added success in the branded-content zone. This type of advertising is not just being used in television, but is starting to pop up on the web and in some movies.

  5. Gamekillers ･Gamekillers was created as an Axe Dry marketing campaign, it purpose was to sell more Axe deodorant. ･Getting one episode of “Gamekillers” on the air was a two-year odyssey. ･The show focused on a young mans quest to win over a women ･He would have to over come the efforts of numerous over-the-top “Gamekillers”, who are trying to unnerve him. ･If he could “stay cool” underpressure (Axe Dry’s marketing message) he would get the girl.

  6. The Gamekillers ･The One Upper- a boastful young man designed to make the hero feel insecure. ･The Drama Queen- a young woman who frequent hysterics steal the hero’s moment ･British Accent Guy- attracts women with his European flair. ･Everyone would be in on the joke but the young man. ･After discussing the idea, the Axe team agreed to let BBH develop the concept and find a network to air the show.

  7. �MTV showed the most promise in getting this show to air. �Instead of promising to allow a series, MTV decided to tape an hour episode to see how the show went over with audiences. �The basis of the episode was that a man had five dates to gain the affection of a woman, but each date was interrupted by a game killer. �Advertising in the show became a major problem. Unilever wanted to be subtle, but definitely wanted AXE to appear in the show. MTV on the other hand, did not. �MTV also vetoed Unilever’s proposed ad campaign set to begin during the show. The plan was that the ad’s would include characters from the show. �While MTV wanted to avoid the show becoming a giant commercial, Unilever needed to ensure that the show was linked to Axe and actually helped sales.

  8. Fighting • MTV insisted ad campaign wait several weeks after the show first airs, Unilever worried about its investment. How is “Gamekillers” going to sell AXE if the product isn’t linked? • MTV Executives met with Mr. Rubin, AXE’s Brand-Development Director for North America, and MTV reduced the wait to 10 days and allows two 15 second ads during the show. The ads ended with “Keep your cool. AXE Dry.” • MTV and Unilever fought over ad in “Entertainment Weekly” tying “Gamekillers” to AXE. MTV didn’t want the show to be labeled an “infomercial” by potential viewers. They agreed to allow an ad with “Keep your cool. AXE Dry.” in tiny font at the bottom of the magazine page

  9. Success • Gamekillers” aired for the first time on MTV on Feb. 6, 2006. It attracted 3.3 million viewers, which is on a similar level to “one of its most popular shows”, and attracted nearly 10 million viewers over the next 10 days. • Although some viewers didn’t make the connection between “Gamekillers” and AXE, some did. In less than 3 months the “Gamekillers” MySpace page received 75000 friends and the “Gamekillers” website attracted 1.4 million visitors. Also AXE Dry sales boosted by 60%. • MTV loosened the reigns on the next 5 episodes, allowing mentions of the brand and hanging of posters at colleges linking AXE and “Gamekillers”.

  10. Branching Out • Due to the success of “Gamekillers”, Unilever now has some type of content development for “almost every major brand” they own. • One of Unilever’s brands, “I Can’t Believe It’s Not Butter”, was given an animated series online. The series drew about 400000 visitors over a 5 week period.

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