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June 25, 2010

JAGTAG Helps AXE In Launching Mobile Marketing Campaign

By Raja Singh Chaudhary, TMCnet Contributor



JAGTAG, a provider of multimedia solutions for both smartphones and standard phones that do not require the consumers to download an application for accessing video, images, music and text, has announced to launch a new mobile marketing campaign for AXE, a well known brand offering men's grooming products, as part of the launch of the newest addition to the AXE fragrance portfolio known as AXE Twist. With this partnership between the two companies, the U.S. advertising market is going to witness a big multichannel advertising program deploying a mobile 2D barcode.
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Under the partnership, the JAGTAG mobile barcodes will appear in AXE Twist marketing efforts promoting exclusive content from the AXE Twisted Humor Tour, to be presented by Funny or Die at college campuses. The mobile barcodes aim at hitting the AXE target customers who are guys 18-24 years of age, and will be featured through a number of media channels such as print inserts within nine national men's magazines, such as GQ, Maxim and Men's Fitness. The barcodes will also be distributed through sample packs at college campuses, in hand-outs and signage within movie theatres, and at Six Flags theme parks as well.
Consumers will be able to click a picture of the JAGTAG barcodes featured alongside AXE Twist product samples and promotional materials to instantly receive exclusive videos featuring comedians from the AXE Twisted Humor Tour. More information about the campaign is available at the website www.funnyordie.com/axe. Compatible with most of the wireless carriers and camera phones in the United States, JAGTAG will help AXE in sharing the video content instantly with 90 percent of mobile users.
In the words of Mike Dwyer, Marketing Director at AXE, for the company’s brand to stay relevant to its guy, AXE needs to constantly innovate and find new ways and channels to entertain him where he lives, works and plays.
According to Dudley Fitzpatrick, Founder & Chief Innovation Officer at JAGTAG, company’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. Fitzpatrick noted that AXE has always been one of the smartest digital marketers, so it doesn't surprise JAGTAG that they see the value of a mobile media that enables them to share their best content with a mass mobile audience.
Recently this month, JAGTAG announced that it entered a partnership with Twentieth Century Fox Home Entertainment, a subsidiary of Twentieth Century Fox Film Corporation, and the worldwide marketing, sales and distribution Company for all Fox film and television programming for launching a high-level mobile campaign for the release of AVATAR on Blu-ray disc and DVD.

Raja Singh Chaudhary is a contributing editor for TMCnet. To read more of Raja's articles, please visit his columnist page.

Edited by Juliana Kenny


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