These two companies really understand the meaning of cross media. I'm fascinated by the results of Sloggi. Sloggi is searching for the best butt of the world, and has started a community where people upload a picture of their own butt. They even got a videoclip where they promote people to upload their behind.
Axe has also a great campaign where they made a short movie.
you should have a look at their websites.
http://www.axe.nl
http://www.sloggi.nl
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