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AXE, Xbox and Dunlop Sports Engage Audiences with iPhone Campaigns Developed by Greystripe


Greystripe’s unique Flash ads on iPhone a big hit with brands

SAN FRANCISCO, Calif. – (February 9, 2009) – Greystripe, the leading rich media mobile advertising network, today announced that AXE, Xbox and Dunlop Sports are all running innovative mobile ad campaigns using the company’s Flash advertising units delivered through the iPhone.

Xbox and Dunlop Sports are using Greystripe’s GS.Impact format with existing IAB medium rectangle Flash ads delivered to the mobile phone for the first time. The GS.Impact ads offer all of the creative power of Flash while allowing a media buyer to extend any online advertising campaign directly into mobile just by checking a box.

The AXE “Dirty Night Determinator” experience was created to support the launch of the AXE Detailer Shower Tool in Greystripe’s iPhone network of apps. The GS.Tailgate ad is a mobile replica of an existing online Flash game, where the users interact with the ad to calculate how dirty their night will get. The user can play the “Dirty Night Determinator” as many times as they want, opt to watch a YouTube video spot of the AXE Detailer TV commercial or skip back to the mobile game they were originally playing at any time.

AXE is always looking for innovative ways to engage their target audience. The “Dirty Night Determinator” mobile ad campaign resulted in brand lift and increased intention to buy metrics, according to a Comscore study of the campaign. Some of the results include:

o Consumer intent to purchase the AXE Detailer Shower Tool experienced a 15% lift, rising from 59% in the control group to 74% in the exposed group
o Efficacy of the campaign increased when users experienced the Flash AXE ad
• 56% of respondents who interacted with the mobile ad intended to purchase the product, opposed to the 35% who were exposed to the ad, but did not interact. This 60% lift demonstrates the power of interactivity to drive an increased intention to purchase.
o The “Dirty Night Determinator” ad was most successful amongst men, with 62% who interacted with the Flash ad indicating intention to purchase the AXE Detailer.

“The AXE brand continually adopts new technologies that offer the opportunity to reach our target in engaging and unexpected ways,” said Shane Kent, AXE Shower Brand Manager. “The mobile ad campaign for the ‘Dirty Night Determinator’ has been successful because it increased awareness for the AXE Detailer by allowing users to tell the story of why the product is relevant to their lives.”

“Greystripe made this joint venture very easy for Dunlop,” said Steve Hall, Director of Marketing, Dunlop Racquet Sports. “They provided excellent strategic and creative direction, and we are very happy with the results.”

“We’re very excited at the creativity of the campaigns that we have enabled with our Flash ad units and especially thrilled by the excellent ROI we’re seeing for our advertisers,” said Michael Chang, CEO and Co-Founder of Greystripe. “The results of the AXE campaign have confirmed our belief that, if done right, mobile advertising can become a welcome and integrated part of the mobile entertainment experience.”

About Greystripe
Greystripe is the rich media mobile advertising network. Greystripe’s product suite enables brand advertisers to communicate their brand message with a unique mobile audience, publishers to gain advertising revenue by serving ads through their games, and consumers to play high-quality games for free. Greystripe’s in-game advertising system is protected by a broad array of patents pending and currently serves ads into more than 900 game titles from 150 publishers supporting over 1,400 handset models. Greystripe reaches millions of mobile game players by powering over 140 Catalog distribution partners, through its online portal, on the mobile Web at, and through the iPhone Appstore. Greystripe was named an AlwaysOn OnMedia 100 winner in 2009, AlwaysOn Global 100 winner in 2008, Red Herring Global 100 winner in 2007 and the Under the Radar Best in Show: Mobility winner in 2006.

To put your brand into mobile contact Greystripe at and visit us at


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