Comic effect: AXE gives fans a graphic display

New York – Digital agency Razorfish has created a campaign to launch Anarchy, a new deodorant for women from toiletry brand AXE, known as Lynx outside the US, by open-sourcing the storyline of a graphic novel on social media.

Fans of the brand on Facebook, Twitter and YouTube can pick the main characters and submit suggested plot twists to a creative team.

This is an innovative, real-time social media campaign that lets customers take ownership of the story. For another example of advertising responding to consumers in real time, read our Seed on Dutch airline KLM’s Twitter campaign.