Axe’s recent social media integrated marketing campaign is on point. I’ve never seen anything like this. They’ve turned a YouTube page into the central hub of a VERY interactive social media campaign. http://www.youtube.com/user/AXE.

People can contribute to the plot via Facebook, YouTube, and Twitter and be incorporated into the graphic novel that they’re making up as they go. Combining all these assets with an aggressive free sampling program has made for a seriously cool campaign. I still won’t use their products though.