The Dark Temptation Game Saga

Dark Temptation was a new weapon for Axe that enabled men to improve their seduction game. The aim was to make the man as irresistible to women as chocolate, hence the chocolate undertones to the Axe spray variant.

The overall campaign, including the TV commercial, featured the Chocolate Man – literally a man made out of chocolate who finds himself being chased by women who want to eat him. Axe created a game, entitled The Dark Temptation Game Saga – where the consumer played the chocolate man, running away from the women who try and take parts of his body. The game brought together content from all the other elements of the campaign. The models used in the out of home strategy were converted into 3D to become game characters. In order to do well, the player could throw chocolate “fingers” away as traps to distract the women and continue without being attacked. Axe hid special codes on the brand’s blog and in a rich media ad which caused the women in the game to be dressed only in their underwear.

The campaign was supported via posters in cinemas, in a widget with more information about the game, in key gaming magazines as well as in print. During the campaign, the best players were weekly rewarded with kits containing AXE products, game posters, t-shirt, cap and backpacks signed by the artists Will Murai and Guilherme Marconi. The fight for the grand prix lasted 8 weeks. The overall winner won an arcade machine with The Dark Temptation Saga game installed in it, which was delivered to his house, along with an Axe kit.

In four months of campaign, there were more than 2 million unique visitors, with users spending an average of 10 minutes on the site. The Dark Temptation Saga Game was such a great hit in Brazil that ended up being translated and used in the launching strategy of AXE Dark Temptation in other countries: USA, Canada, Australia and New Zealand.