Axe to Execute First Simultaneous Multi-Platform Branded Entertainment Launch

- Game Communicates Brand Messaging Through Mobile, Web and Console Media -

Greystripe, the leading rich media mobile advertising network, today announced that AXE is launching a multi-platform game initiative through mobile, the Web and console media, as part of an education campaign to teach guys how to properly use deodorant bodyspray. This is the first simultaneous multi-platform game release for AXE, a leader in men’s grooming.

The “Pogo Xtreme” game incorporates AXE deodorant bodyspray with the “Double Pits to Chesty” move — a spray under the pits and across the chest. Advertising partners, Greystripe and Wild Tangent, worked to develop and launch the Pogo Xtreme games, while Sony integrated the Double Pits to Chesty move through one of its characters in the PlayStation® game, PAIN.

The iPhone game, developed by Greystripe, is one of the first full-length, multi-level branded iPhone games (downloadable for free from the iPhone App Store and available here: http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewSoftware?id=321982393&mt=8). The online game, one of three developed by Wild Tangent for AXE deodorant bodyspray’s education campaign, can be played online at www.wildgames.com/games/axe-pogo-xtreme.

“Gaming is the perfect medium to reach our guy and the AXE Bodyspray Education gaming initiatives are the biggest and most exciting we’ve executed as a brand,” said Jay Mathew, U.S. Marketing Director of Deodorant. “AXE always strives to be the first to flirt with new and relevant technology, as it helps us stay relevant and appealing to our target.”

From the “Moonwalk” to the half-nelson, guys are all about showcasing their favorite moves and with the Pogo Xtreme game, players aim to achieve enough points to be able to execute the ultimate move: the AXE Deodorant Bodyspray Double Pits to Chesty — a spray under the arms and across the chest — on the pogo stick. Players can post their scores on social networking sites, including Facebook (www.Facebook.com/AXE).

“We’re thrilled to work with AXE and provide an innovative brand experience for the iPhone generation,” said Michael Chang, CEO of Greystripe. “Now, more than ever, brands are looking for new ways to engage audiences across multiple channels and we’re proud to offer this through our unique in-game advertising platform that enables media buyers to extend online ad units directly to the iPhone.”

About AXE

AXE, a leader in men’s grooming, is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. Axe is the No. 1 male Anti-Perspirant Deodorant brand in the U.S. The shower gel, launched in 2005, reached No. 1 status five months after hitting shelves.

The brand’s mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle. For more information, visit www.theaxeeffect.com.

About Greystripe

Greystripe is the rich media mobile advertising network. Greystripe’s product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free.

Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from over 300 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 140 Catalog distribution partners, through its online portal GameJump.com, on the mobile Web at www.gamejump.com, and through the iPhone App Store. Greystripe was named an AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

About Wild Tangent

WildTangent is the fastest growing online game property in the world with more than 30 million unique monthly gamers, offering more than 500 of the most popular online and downloadable games from the world’s top developers and publishers including its own WildTangent Game Studios which publishes Polar Pool, Polar Bowler, Penguins, Fate and many more. The WildTangent games console ships directly on the desktops of leading PC manufacturers including Emachines, Gateway, HP and Toshiba, giving it a huge global footprint of connected game playing consumers. WildTangent offers gamers the opportunity to purchase premium games outright, pay per session with WildCoins™, or engage with advertising to play for free. Advertisers include 20th Century FOX, Warner Brothers, Paramount, EA, Playstation, Nintendo, Toyota, Honda, P&G, Unilever, Clorox and many others.

For more information visit www.wildtangent.com.

Contacts

For Greystripe
Alisa Davis, 415-677-9125 ext. 202
alisa {at} vscconsulting(.)com