AXE Campus is a sort of “University” with several departments, with numerous lectures led by a team of strict, tough, beautiful, lonely and passionate female teachers.Students may pick a discipline, be it ability to say compliments, or the skill of seducing beautiful women. This depends of the college: “Angelic College”, “The College of Sweetness”, “The College of Mathematical Thinking”, “The Aeronautics College” etc. Each of them corresponds to a certain AXE flavour.AXE Campus also has a “Students’ Hostel”: informal chat, parties, dating, and all kinds of games and entertainment.AXE Campus has a “Dean’s Office” where students report their progress and receive scores in the student's record-book.To engage users in the new AXE CAMPUS platform, we used a special mix of media channels:·AXE Campus website·Social media,·Mobile application and mobile services (such as Instagram)

•The campaign started on October 20th, 2011. By then more than 325,000 users have already been registered in AXE Campus.•1,250,000 views on YouTube.•320,000 unique visitors since campaign start.•122,000 members in VK group, 15,000 fans on Facebook, 2,000 followers on Twitter.