The media agency developed a multiscreen strategy to impact a target demanding relevant and entertaining content served through different channels: video, live streaming and mobile.

A content platform based on a Youtube advanced channel was set, providing interesting content about the 20 participants selected.

To drive traffic to this platform in advance of the Ibiza event, a high-impact video was uploaded to Youtube and seeded across high-reach sites, entertainment affinity sites, blogs and social networks (Facebook, Twitter and Tuenti). The ultimate goal was achieving a high number of views and shares, and generating high levels of earned media.

The Ibiza event was streamed live through Youtube, Facebook and Twitter.

A mobile game was developed to encourage participation. The purpose of the game was to launch an astronaut into space (using the accelerometer of the device) in order to collect different items to increase the user’s seduction power.

This case was presented as a best practice in BRIM 2013 –Google’s main event on branding experience.

40,000 hours of video were distributed, with over 1.7 million views. The live event was attended by 680,000 viewers, with an average engagement of 14 minutes.

The mobile game was accessed by 150,000 players, with an average engagement of 3.5 minutes and a 30% replay rate.

Overall, this was the most successful Axe launch in Spain ever, initially achieving a 2% market share.