A 20-pound yellow Greystripe-branded pogo stick arrived at the desks of select journalists and influencers in July. Why? To commemorate the launch of the first pogo stick game for the iPhone, compliments of Axe. The not-so-subtle maker of men’s body spray and other personal products was looking for a little attention for its Pogo Xtreme by Axe game with this big promotional product. Greystripe, which created the game along with WildTangent, took the liberty of reaching out to the press with the pogo stick and a note that read: “Why was a giant pogo stick delivered to your office? It’s not an environmentally friendly way of getting to work in the morning. Duuude! Pogo to work day!”
The note goes on to explain that the toy is a way to get a sense of the new game. Points are gained by completing tricks across six levels and collecting cans of Axe. Those with enough cans will be able to achieve the ultimate “double pits to chesty move.” Players are rewarded with “extra special lady treatment at the end of each level.” The game is available for free at the Apple App Store and as a Web-based flash game.
Vijay Chattha of AppLaunch PR says, “Greystripe and Axe are known for innovative marketing approaches to reach people in new ways. We wanted to extend that philosophy in our way of reaching the media for this campaign. Essentially, when everyone gets 1,000 e-mails per day, why not go contrarian and send a 20-pound pogo stick? That’s more for everyone and communicates the game better than a press release.”
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