JAGTAG Teams With AXE Deodorant for Breakthrough Multichannel 2D Mobile Barcode Program

Jun 23, 2010, 09:00 ET from JAGTAG

NEW YORK, June 23 /PRNewswire/ -- JAGTAG announced today that it will drive a new mobile marketing campaign for AXE, the leader in men's grooming excluding shaving hardware, as part of the launch of the newest addition to the AXE fragrance portfolio – AXE Twist. The collaboration between the two companies marks the largest multichannel advertising program in the U.S. market using a mobile 2D barcode.

JAGTAG mobile barcodes appear in AXE Twist marketing efforts promoting exclusive content from the AXE Twisted Humor Tour, presented by Funny or Die and at college campuses. To reach the AXE target demographic, guys 18-24 years of age, JAGTAG mobile barcodes will be featured across multiple media channels including print inserts within nine national men's magazines, such as GQ, Maxim and Men's Fitness, in sample packs distributed at college campuses, in hand-outs and signage within movie theatres, and at Six Flags theme parks nationwide.

"For AXE to stay relevant to our guy we need to constantly innovate and find new ways and channels to entertain him where he lives, works and plays," said Mike Dwyer, AXE marketing director.

With JAGTAG barcodes featured alongside AXE Twist product samples and promotional materials, consumers can snap a photo of the JAGTAGs and instantly receive exclusive videos featuring comedians from the AXE Twisted Humor Tour. Users can also click through to the www.funnyordie.com/axe site for additional content and tour information.

JAGTAG works on all major wireless carriers and cameraphones in the United States and enables AXE to share video content instantly with 90 percent of mobile users, without requiring them to download an application. Standard messaging and data rates apply.

"JAGTAG's ability to deliver on-demand mobile video to all standard phones and smartphones exponentially increases the number of people AXE will reach – especially since only 23 percent of males 18-24 own a smartphone," said Dudley Fitzpatrick, founder and chief innovation officer of JAGTAG. "AXE has always been one of the smartest digital marketers, so it doesn't surprise us that they see the value of a mobile media that enables them to share their best content with a mass mobile audience."

The JAGTAG execution for AXE Twist will run through June 2010. For more information, visit www.facebook.com/axe or www.funnyordie.com/axe.


Unlike other 2D barcode systems, JAGTAG delivers multimedia to both smartphones and standard phones, without requiring the consumer to download an application prior to use. As a result, JAGTAG can share video, images, music and text with three times more mobile consumers than mobile web dependent media. Anywhere a mobile consumer encounters a JAGTAG, they can use their phone to request and immediately receive multimedia content - video, audio, pictures, coupons and text - sent to their phone. To learn more, visit www.JAGTAG.com.

About AXE

AXE 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 bodysprays, deodorant and antiperspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, which AXE does not offer, and achieved this status only seven years after launch. The brand's mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information visit www.theaxeeffect.com.


Julie Nicholson

Weber Shandwick for JAGTAG