To impress a tough audience of 15-24 year-old men, our website used an embedded video of specially cast Axe girls, who in turn acted as guides. As an extra incentive, every can of Pulse was issued with a unique code, which men could enter on the website for a chance to win a limited edition Axe-branded iPod every hour.

-The site had video clips of over 300 dancers freestyling to the Axe track -Over 250,000 men voted -People stayed at the site for an average of over 10 minutes -The Axe Track "Make Luv" got to number one in the charts -Through the Dance Mobs, people did the Axe dance in the streets in Germany's five biggest cities over five weeks -Sales of Axe Pulse rose by 19%