Axe Booty Tones

A recent MediaPost article outlines how Axe Body Spray has created a new mobile phone related promotion, called Axe Booty Tones where you can view a "black book" and download ringtones that match the girl that you choose.

More than the promotion, I enjoyed the analysis of the article which not only acknowledged the annoying quality of ringtones, but also succintly noted why this campaign stands out. Mostly, it creates an emotional connection with it's target, identifying the young males' undeniable desire to use media (in this case a ringtone) as social currency.