AXE approached us to help launch their men’s face care line for a demographic that typically doesn’t differentiate between face and body care. Our challenge was to let guys in on the importance of face care while sticking close to the brand story that made AXE famous- the mating game.
We developed a gamified face scoring platform to deliver product information in a way that was truly interesting to guys. The project included a socially-integrated microsite, branded display ads and social content within existing AXE channels.
The hub was a user-generated content site that leveraged Tumblr as a content management system. The site featured a friendly competition where guys could submit their best faces and score others in a continuous face-off. A leaderboard tracked the most popular faces and made them eligible to win prizes from ESPN.
Facescore was the first of its kind for tumblelogging. It pushed the functionality of Tumblr from passive content consumption to an interactive campaign platform.
Facescore home page
We created a ranking system that tracked in real time the success of a guy's face. We allowed face submission via Facebook, Instagram and Twitter through a simple #Facescore hashtag. All content was pulled into Tumblr to encourage sharing and reblogging, the true measure of success on the platform.
The Running Game
We produced rich, interactive banners that gave visitors a new way to interact with the face-off mechanic of Facescore and an in-banner playable running game. The game was also hosted on the Facescore hub.
To help familiarize guys with the type of product they needed we used a configurator. Guys would identify their main face concern - whether they needed to smooth their face or wake it up, and product recommendations would auto populate.
Get Your Facescored
Advanced integration with Facebook scored guys on their smoothness by analyzing ‘likes’ and comment data. Of course, points were removed for social faux pas such as when a guy liked his own profile pic.