After the success of the Axe Deodorant Production, “The Gamekillers,” in 2006, MTV picked it up as a series for the fall of 2007. As a result, we created five new half-hour episodes that asked the question, do you have what it takes to win in the mating game? Since Axe is a brand that is more than a personal care product, it is an aid for guys in the art of seduction, “The Gamekillers” was designed to give Axe a content platform to give guys the tools they needed to succeed via tips, advice, and insights throughout the show.

To begin with, we created a half-hour series format that tapped into the same universal truth we explored in the one-hour special: in the dating world there are evil forces working against young men. They are called the Gamekillers.Then, to promote the show, we launched a highly-integrated, multi-media campaign consisting of rich media banners, wild postings and promos that ran on MTV and online. Following the show we invited viewers online to vote for which of the show’s contestants faired best against the Gamekillers.

Since the premiere, there have been over 8 million viewers to date and the series continues to air in reruns. In addition to network views, over 80,000 viewers have watched the full 30-minute program online to date.And, not only did people watch the show, they actually went out and bought more Axe.And that’s just in the US. Through a first of its kind partnership with Fremantle, the largest distributor of TV content in the world, Gamekillers will soon be seen in over 10 countries worldwide both as original episodes and through the licensed format.