Unilever and JagTag create mobile marketing campaign for Axe fragrance
The technology allows a user to access brand content including videos, audio and text by taking a photo of a mobile barcode with as camera phone and sending it to the relevant destination. This request is then processed and content is sent to the user’s phone via multimedia messaging (MMS).
“Axe has always been one of the smartest digital marketers, so it doesn’t surprise us that they see the value of a mobile media that allows them to share their best content with a mass mobile audience,” said Dudley Patrick, founder and chief innovation officer of JagTag.
Reaching target demographic
For the Axe marketing campaign, the JagTag technology will be used to promote content from the Axe Twisted Humor Tour, a comedy tour across college campuses in the US.
In order for Unilever to reach its target audience of 18-24 year-old males, JagTag mobile barcodes will be featured across a variety of media, including national men’s magazines such as GQ and Maxim and hand-outs within movie theaters.
“For Axe to stay relevant to our guy we need to constantly innovate and find new ways and channels to entertain him where he lives, works and plays,” said Axe marketing director Mike Dwyer.
Increasing marketing reach
Consumers can access content via both smartphones and standard phones, which “exponentially increases the number of people Axe will reach,” according to Patrick, who added that the fact consumers can access this content through standard phones is particularly important as only 23 percent of males aged 18-24 own a smartphone.
JagTag claims to be first mobile media in the world that combines MMS and 2D barcodes. Consumers can request and receive digital content from JagTags contained within various sources including print ads, point-of-sale and packaging.
Consumers can access content such as product information, demos and promotions and advertisers can benefit from metrics and analytics to measure the effectiveness of content, according to JagTag.
No application download to access content is required, and standard messaging and data rates apply.
