Axe Body Spray, known as the ultimate weapon to get the girls, wanted to take things a bit further. So it launched the AXE Peephole experiment. A mobile/social application that allowed men to peek into the girls bathroom thus taking the mating game to a whole new level. Via a QR code men could access steamy videos of girls via their mobile phones. Once the content was shared with friends via Facebook, steamier videos were unlocked. At the end of each video viewers were advised to stop watching and start mating for real with AXE.