Axe Promotes New Fragrance With Fan Influenced Graphic Novel

Axe Anarchy Fragrance Graphic NovelThis week (Jan 10) Unilever brand Axe launched Anarchy, a new fragrance that they are marketing to not just their traditional young male audience, but this time also to young women.

To get the word out, digital agency Razorfish are telling the story of the fragrance’s creation as a serialized graphic novel that is being written and illustrated in real-time based on suggestions by it’s fans on Twitter, Facebook and YouTube.

In fact, the artists and writers of Aspen Comics will be including some of the contributors into the graphic novel as characters as the story develops.

If you’re at all familiar with Axe’s past marketing efforts you won’t be very shocked to see that story too consists mostly of super-hot women losing their minds when the scent of an Axe product reaches their nose. Let’s hope that the contributors can steer the story in a more interesting way.

Use Your Head (Literally) to Navigate Interactive Hugo Boss Video

Hugo Boss YouTube Just DifferentAfter a few minutes watching the Hugo Boss ‘Just Different’ Interactive YouTube experience I’m still not sure what exactly is going on and I have a pain in my neck.

I’m not kidding about that pain in the neck. The interactive movie makes use of your webcam to track your head movements to navigate between the three different versions of the video. Various elements fade in and out as you tilt your head back and forth.

What’s it all about? The interactive YouTube experience is promoting their new Hugo Just Different fragrance. The video itself shows male models in sharp looking suits delivering red suitcases to a secret destination.

Watch the experience now on the HUGOBOSSTV channel on YouTube.