The Funny Axe 'Finding Susan Glenn' Series Features Max Greenfield
Katherinev123 — August 21, 2012 — Marketing
References: fearnosusanglenn & popsop
Axe has launched a webisode campaign called 'Finding Susan Glenn,' which features actor Max Greenfield (who plays the character Schmidt on the hit TV show New Girl). The webisode series is based on the high school archetype, which Axe has named 'Susan Glenn,' that represents that one special girl a guy isn't brave enough to speak with or approach in school.
The campaign includes a commercial, shown here, about the romantic memory of Susan Glenn, as well as six webisodes with Greenfield trying to find his own Susan Glenn. According to Axe's senior director of brand development Matthew McCarthy, "Giving guys courage to reach out to their own ‘Susan Glenn’ is exactly what we strive to accomplish with this campaign, which remains true to the brand’s essence."
Further, the 'Finding Susan Glenn' campaign also includes an interactive element. Fans can visit the campaign's dedicated site, www.FearNoSusanGlenn.com, and submit photos and share stories about their own dream girls. You can also watch the first two episodes from the series on the website.
The campaign includes a commercial, shown here, about the romantic memory of Susan Glenn, as well as six webisodes with Greenfield trying to find his own Susan Glenn. According to Axe's senior director of brand development Matthew McCarthy, "Giving guys courage to reach out to their own ‘Susan Glenn’ is exactly what we strive to accomplish with this campaign, which remains true to the brand’s essence."
Further, the 'Finding Susan Glenn' campaign also includes an interactive element. Fans can visit the campaign's dedicated site, www.FearNoSusanGlenn.com, and submit photos and share stories about their own dream girls. You can also watch the first two episodes from the series on the website.
Trend Themes
1. Interactive Marketing Campaigns - Brands can engage with fans by creating interactive marketing campaigns like Axe's 'Finding Susan Glenn' webisode series.
2. Branded Web Content - Offering branded web content, such as Axe's 'Finding Susan Glenn' webisodes, can create emotional connections with consumers.
3. Nostalgia Marketing - Using nostalgia marketing, like the high school archetype of 'Susan Glenn,' can help brands evoke strong sentimental feelings in their audience.
Industry Implications
1. Personal Care - Personal care brands can use interactive marketing campaigns, like Axe's 'Finding Susan Glenn,' to create product loyalty and emotional connections with consumers.
2. Entertainment - Entertainment brands can leverage nostalgia marketing to create content that resonates with their audiences and fosters engagement, such as with Axe's 'Finding Susan Glenn' webisode series.
3. Technology - Technology brands can develop platforms, like Axe's 'Fear No Susan Glenn' site, that encourage user-generated content and community engagement to foster connections with their brand.
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