Multi-screen campaigns: Axe
Thanks to the proliferation of new connected devices, consumer attention is more fragmented than ever before. As such, marketers are being forced to reach their target audiences in a multitude of new environments simultaneously. From the latest gaming experience to a mobile check-in, there's no shortage of daily opportunities for brands to connect with consumers. Realizing this, brands have begun to delve into and experiment with multi-screen offerings to extend their campaign messages.
So who is navigating this complicated landscape best? Here are several recent examples demonstrating how mobile, desktop, broadcast, and other platforms can be leveraged together to tell brand stories.
BBH London, 2010
Playing off the brand's claim of its deodorant's irresistibility to women, the brand's initial TV commercial has evolved into a multi-screen campaign involving an iPhone app and augmented reality. All elements of the campaign feature angels falling to Earth to find men who had recently applied the Axe product. The most surprised were the commuters at a busy London train station, who witnessed an angel appear next to them on an e-billboard after standing on a target marked on the station's floor.
Although seemingly disconnected, these elements work in tandem over time to increase awareness of the product. One element -- the commercial and its variants on YouTube -- has received more than 1 million YouTube views.