AXE “Party Of The Year” (Golden Tickets) : Competition

HELP THE FANS FIND THEIR MAGIC

You can’t buy these treasures. Just like magic, they have to be found.

THE BRIEF

Give away tickets to fans, but don’t make it a contest.

THE CAMPAIGN

The Party Of The Year was an event no one wanted to miss, but we weren’t just giving tickets away. We had chosen people to help us plan the celebration because they had found their magic. Guests should be given the same treatment. And just like your magic, tickets can’t be bought; they are earned in collaboration with Black Coffee and the AXE Party Makers.

Unique content from our AXE Makers saw new music, fashion and dance material organically published throughout the campaign, constantly building to the event, showcasing and reaffirming our “Find Your Magic” message. To help fans find their magic (and a chance to attend), we hid digital “Golden Ticket” codes across our digital and social platforms, including Youtube, Display Banners and our own site.

All codes hidden, placed and broadcasted were redeemed – which gave us a 100% success rate. These lucky ticket winners joined the Party alongside the AXE makers, influencers, celebrities and artists for an incredible evening.

THE RESULTS

ENGAGEMENT ON SOCIAL : Facebook, Twitter, Youtube & Display – 2 962 289
IMPRESSIONS ON VIDEO VIEWS AND CELTRA COMBINED : 5 686 557
YOUTUBE : May & June – 5 367 589
DIGITAL CODES IMPRESSIONS – 318 968

AWARDS

ASSEGAI
GOLD – Media (Online Campaigns: banners, micro sites, remarketing and other online campaigns)
SILVER – Craft (Use of New Technology)

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USER JOURNEY