BBH New York’s “GameKillers” campaign debuted in 2007 as a show on MTV and a guerilla advertising campaign targeting guys aged 18–24. The campaign was one of the brand’s most successful “out-of-the-box” advertising ventures.
A summary of the GameKillers campaign.
They creators gathered information through focus groups, hanging out with guys at bars, and visiting college campuses. They came to the conclusion that most guys in the target group, 18–24, are interested in sex and humor above other things (1). Also, the target males use social media constantly. These men were looking to get the girl, and Axe decided that word of mouth and social networking was the way to go (1).
Axe GameKillers targeted guys where they hung out. They used MySpace, bar coasters, and dorm room hangers. They hit guys on MTV, where GameKillers aired. Guys could watch and relate to at least a few of the GameKillers. You can watch the full episodes here.
The One Upper, view more GameKillers profiles here.
Thanks to:
(1) New Communications Review’s Assessment of the GameKillers campaign
Old Spice vs. Axe 