Unilever?s Axe has introduced a new mobile game that lets users play to their own music while earning points they can redeem for prizes.

The Axeman mobile game is part of a bigger strategy for Axe, which also includes a social hub. The mobile game is available on iPhone, iPod touch, Android and tablet devices.

?As grooming-brand focused on our guy?s lifestyle, we don?t just talk to guys about our products, we engage with them in fun, cool and relevant ways,? said Barret Roberts, senior brand manager for Axe at Unilever, Englewood Cliffs, NJ.

?That means we need to play where our guy is playing and constantly provide new and surprising ways to interact and entertain them,? he said.

?Knowing music and gaming are passion points for Axe guys, Axeman and Planet Axe give fans a chance to play in a social way, track their achievements and community status, all while using their own music.?

Unilever?s products include Axe, Ben & Jerry?s, Bertolli, Degree, Doe, Lipton and Klondike.

Game on
Via the Axeman mobile game, users can customize the game with their own music.

Players can earn Axe points throughout the game, which can be redeemed on Planet Axe for gear from partners such as MTV, GameFly, Xbox, SteelSeries, Live Nation, Philips, WildTangent, and Klondike.

Additionally, users can also trade in points to compete in tournaments against other players.

Axe has also rolled out Planet Axe, a new social gaming hub where fans can connect, compete and collect their rewards. 

Users can compete for Axe points by playing the same song in their libraries.

Challenges, tournaments and leaderboards are also controlled from the hub.

?At this time, Axeman is only available for mobile download and will be available for tablet and PC this month,? Mr. Roberts said. ?We are always looking for new ways to entertain our guy and are open to the possibility of other platforms in the future.?

Getting the word out
According to Axe, the launch of Axeman is supported by a 360-degree marketing campaign that includes advertising and paid media, social and digital engagement, as well as retail and shopper marketing efforts.

?We know our guy is extremely interested in music and gaming, especially on the go, and we have created an offering that combines his many passion points,? Mr. Roberts said. 

?Axeman gives guys a game that allows them to combine their love of gaming and music, with the ability to use their own music collection during gameplay along with the social nature of the game and Planet Axe hub in a medium ? mobile ? they?re already using every day. 

?Our focus is on being a part of our guy?s life, going beyond his personal care needs, and engaging him on things he?s passionate about, including social engagement, music, lifestyle, gaming, and beyond.?

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York