MTV Series is a Deodorant Ad

MTV's new series The Gamekillers is really just an ad for Axe.

Unilever says it believes enough consumers got the connection. After the show aired, executives at Edelman, Axe's public-relations firm, scoured the Internet, searching blogs and Web sites. In less than three months, the "Gamekillers" group page on MySpace had attracted 75,000 friends; the "Gamekillers" Web site, which also tied the show to Axe Dry, attracted 1.4 million unique visitors. Based on that, Unilever believes that the show helped its related ad campaign boost Axe Dry's sales by 60% in 2006.

via bwe