In order to penetrate and maintain a younger male audience for its deodorants; Axe developed the novel idea of harnessing the power of two media outlets- TV advertising and online media- to engage young male viewers while increasing brand-awareness. Using the popular Shazam mobile application, TV viewers could tag the audio from the commercial and thus find themselves in an online Axe environment. The campaign succeeded in its goals- culminating in 40% extra Facebook fans and 40,000 online tags.