Circus of Awesome

DIGITAL MARKETING AWARDS

NAVIGATION

The AXE Circus of Awesome was placed on a custom Heavy.com AXE Circus of Awesome channel (right).

All branded display ads (orange) throughout Heavy.com’s homepage and content pages would redirect to this channel. The channel housed all four phases of the campaign.

AXE Custom channel

PHASE ONE10/09/09 – 01/03/10

Phase one offered the opportunity for Heavy’s audience to “Join” the Axe Circus of Awesome.

Heavy.com’s home page (right) presented custom branded display units (orange), which promoted the Axe Circus of Awesome and redirected users to the entry page.

Heavy.com’s content pages (right) displayed Axe Circus of Awesome custom branded page skins, commercials, text links, and other ad units promoting the campaign. By clicking these units, Heavy users were sent to the Axe Circus of Awesome channel, giving them the opportunity to “Join Now.”

The Axe Circus of Awesome entry page enabled contestants to enter their Double Pits to Chesty “move within a move” circus talent.

Their unique talents would have to incorporate the Double Pits to Chesty “move within a move.” This way the users could interact with the product, creating user-generated content.

The page also featured Double Pits to Chesty “move within a move” videos, giving the users another way to interact with the move.

PHASE TWO 10/09/09 – 12/02/09

By clicking on the branded ad units phase two’s home page offered Heavy users the chance to win tickets to the final Axe Circus of Awesome Heavy 10th Anniversary Party live event.

Phase two content page (right):

This entry page allowed users to enter to win tickets to the Axe Circus of Awesome Heavy 10th Anniversary Party.

This gave users a different opportunity from “joining the circus,” to still participate in the campaign.

The Double Pits to Chesty “move within a move” video wrapper and videos we’re featured during phase two.

Double Pits to Chesty “move within a move” videos featuring Adam were featured on the Axe Circus of Awesome channel during phases one two (below), and were posted on Heavy.com’s home page throughout the entire campaign.

AXE VIDEO LINKS Before each video, a video-commercial would play, reinforcing

the Double Pits to Chesty “move within a move.”

1. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-slow-motion/

2. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-can-cam-2/

3. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-at-axe-x-ray/

4. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/fmx-rider-adam-jones-behind-the-scenes-at-axe/

5. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/axe-motorcross-amazing-jump/

PHASE THREE

12/1/09 – 12/13/09

After choosing which Double Pits to Chesty “move within a move” talents were the most ridiculous and perfect for the Axe Circus of Awesome, webisodes of the contestants were filmed and then promoted on the site.

Phase three promoted the six webisodes, advertising that the contestant’s webisode with the most streams would win the $2500 prize.

Phase three’s goal was for Heavy users to watch and share their favourite performer’s webisode – causing mass AXE brand awareness and education of Double Pits to Chesty “move within a move”.

Phase three content page (right):

The Axe Circus of Awesome channel hosted the six Double Pits to Chesty “move within a move” performer webisodes (below).

The six webisodes were lined up enabling Heavy users to watch several, if not all six videos, during a visit. Before each webisode, a Double Pits to Chesty commercial would play, reinforcing the brand name.

Below are links to the six Double Pits to Chesty performer webisodes:

1. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-acrobat/

2. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-soccer-trick/

3. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-capoeira/

4. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-break-dance/

5. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-bike-balance/

6. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-circus-clown/

ACROBAT

SOCCER TRICK

CAPOEIRA

BREAK DANCE

BIKE BALANCE

CIRCUS CLOWN

WEBISODE LINKS

PHASE FOUR12/13/09 – 01/03/10

On December 9th 2009, the Axe Circus of Awesome Heavy 10th Anniversary Party came alive. The co-branded event’s footage was filmed and posted on the Axe channel, keeping that Axe Circus of Awesome spirit alive for just a little longer. The home page (right) housed ad units directing traffic to the final event’s footage.

Phase four content page (right):

The Axe Circus of Awesome channel hosted the two Axe Circus of Awesome Heavy 10th Anniversary Party” videos (below).

FOOTAGE LINKS

Before each video, a Double Pits to Chestycommercial would play, reinforcing the brand name.

1. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-party-clips-part-1/

2. http://www.heavy.com/action/action-videos/axe-circus-of-awesome/2009/10/circus-of-awesome-party-clips-part-2/

AD UNITS