The campaign centered around Evan & Gareth, hired by AXE to hit the road, and document how the mating game is played. Their journey was chronicled in a video blog hosted by the website and webisodes on partner sites. Evan & Gareth’s adventures served as the platform for AXE’s unique online videogame, Mojomaster, wherein players travel from city to city seducing virtual 3D women with the “moves” learned from Evan & Gareth’s cross-country journey.

UNLIMITED’s online engagement was a success. By leveraging traffic-driving opportunities and custom sections, Evan & Gareth content brought 1,000,000 visitors to the website. Mojomaster was one of AXE’s strongest online efforts, generating over 1.25m hits on website, and a click-through rate 600% higher than industry average.