As part of a new campaign to introduced its first women's fragrance, Anarchy, Axe is introducing a branded serialized graphic novel on YouTube and Facebook in a partnership with the publisher Aspen Comics and digital agency Razorfish. A teaser video broke on YouTube last week and the full version, revealing the strategy, is shown here.
The graphic novel launches on YouTube today. Fans will be able to add their own suggestions to the storyline and plot, with new 'episodes' uploaded every few days. The story will be written by Aspen Comics' Scott Lobdell, who was behind many famous X-Men stories in the nineties.