Unilever begins Axe summer gig contest
By Adnews Staff
Unilever has begun a national contest promotion for its Axe brand of body spray called the "Ridiculously, Ridiculously Good Summer Gig." One male and one female university or college student will win summer jobs as paid consumer consultants for the brand. The job will run from June 1 to July 31, 2010. It will entail participating in and blogging about a series of social experiences. Each winner will receive $10,000 and an apartment in Toronto. "At Axe, we know that connecting with girls plays a major part in a young guy's life," said Greg Major of Axe Canada. "The consumer consultants will be giving guys the support they need to succeed, from both sides of the gender divide." The contest is being promoted with on-campus and online word-of-mouth programs, with activities at student recruitment fairs, with media relations, and with a website at <http://www.axesummergig.ca>. The contest will close on Nov. 22. Finalists will be selected in January and listed on the site for public comment. The initiative was developed by Harbinger Communications of Toronto, with media buying by PHD and online materials from Zig.