Party Of The Year “Golden Tickets” : Competition

AXE
CompetitionMedia
Case Studies

People love to party and so do we, but that’s so mainstream. We might call it the Party of the Year but it’s really AXE’s quest to explore modern masculinity. The modern man is striving to reinvent himself. The Party of the Year was a celebration of young talent collaborating to Find their Magic. 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.

RESULTS

ENGAGEMENT ON SOCIAL : Facebook, Twitter, Youtube & Display – 2 962 289
VIEW ON CHANNEL : Lifetime – 9 292 499
VIEWS ON PLAYLIST : 1 761 019 [12HRS 32MIN]
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)


USER JOURNEY