• Watch the following AXE commercials “Anarchy” at:
  
  • Das Neue AXE Anarchy – For Him and For HerLinks to an external site.
    • https://www.youtube.com/watch?v=OFU2AaZbd0o
  • AXE AnarchyLinks to an external site.
    • https://www.youtube.com/watch?v=0avReuIACcs
  • AXE Anarchy the graphic novelLinks to an external site.
    • https://www.youtube.com/watch?v=hvC5UgWRwtc
  • The graphic novel – AXE AnarchyLinks to an external site.
    • https://www.youtube.com/watch?v=Ks9TUFu8PCc

discuss how use of social media in IMC mix is applied in this case.

For instance the AXE "Anarchy" campaign integrates social media into its IMC mix by attaching links to videos and a graphic novel across multiple platforms, engaging a wider demographic by multimedia storytelling.