AXE® Brand Releases Exclusive New Asking Alexandria Song

ENGLEWOOD CLIFFS, N.J., Aug. 15, 2012 /PRNewswire/ --  AXE guys love music and gaming, and now AXE is offering exclusive access to both.  Beginning today, guys can download an advance unreleased track from one of the most talked about metalcore bands, Asking Alexandria, exclusively on the brand's social gaming hub, Planet AXE, months before the album drops.

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By registering on Planet AXE (www.theaxeeffect.com/planetaxe), music fans can be the first to download Asking Alexandria's new song "Run Free" from the band's much anticipated new full length album due out this winter on Sumerian Records.  However, registered Planet AXE users get first access now.

Planet AXE is a new social gaming hub where fans can connect, compete and collect from more than $1 million in real rewards.  The recently launched AXEMAN mobile game let's fans play their own personal music libraries – including their new Asking Alexandria track – and automatically customizes the game to match the beat, making each experience unique. AXE Points earned through gameplay can be redeemed on Planet AXE for gear from partners like MTV, GameFly, Xbox, SteelSeries, Live Nation, Philips, WildTangent, and Klondike. Fans can also trade in points to compete in tournaments against other players.

Asking Alexandria's unapologetic hard rock has been touted as some of the genre's most exciting and ground-breaking music.  Their previous critically acclaimed album, Reckless and Relentless, debuted at #9 on the Billboard Top 200.  Their upcoming album is poised to be one of the most talked about releases in the genre.

In addition to exclusive music and gear, Planet AXE users have access to new games from Kongregate, part of the GameStop network.  Kongregate is one of the biggest online portals for social gaming with over 45 million gameplays each month, and features thousands of games played by and made by users.  Now AXE fans can play Kongregate games to earn real rewards through Planet AXE.

Download "Run Free" by Asking Alexandria and play for rewards with AXEMAN and Kongregate only on Planet AXE.  Find Asking Alexandria on Facebook at www.facebook.com/askingalexandria, and head to www.theaxeeffect.com/planetaxe for more information and to register for free. 

About The Planet AXE Program

The Planet AXE Program is a loyalty program through which individuals can collect points by interacting with the website www.theaxeeffect.com/planetaxe. The types of interactions offered on the website may include, but are not limited to, offering video games, tournaments, surveys/polls, offers from trusted third parties, integration of website features into other online and/or networked communities. Participants who take advantage of the interactions can earn points, which will be counted towards achieving various badges, trophies, and Master Levels. In addition, points can be exchanged for various goods and services or for sweepstakes entries for any future sweepstakes that may be linked to the Planet AXE Program. NO PURCHASE NECESSARY. Void where prohibited. Open to legal residents of 50 US & DC, 13+. Ends 11:59:59 pm ET 12/31/12. Visit www.theaxeeffect.com/planetaxe for Rules. The Planet AXE Program is sponsored by Conopco, Inc., d/b/a Unilever.

About AXE

AXE, a leader in men's care, is an iconic personal care brand around the world that helps guys look, smell and feel their best.  The Unilever-manufactured brand is available in a line of deodorant body sprays, deodorant and anti-perspirant sticks, shower gels and hair care products.  AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch.  Including deodorant body sprays, AXE is the largest men's deodorant brand in the U.S.  The brand's mission is to help give guys confidence with grooming products that reflect individual personality and lifestyle.  For more information, visit www.theaxeeffect.com.

About Unilever North America

Unilever is one of the world's leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 190. With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In the United States and Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Ragu, Simple, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemme, Vaseline, and Wish-Bone. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating over $9 billion in sales in 2011. For more information visit www.unileverusa.com or www.unilever.ca.

Related Links
Planet AXE
Facebook.com/AXE

Contact: Kary Laskin
Edelman for AXE
[email protected]

SOURCE Unilever North America