As part of the campaign for Axe Body Spray (strapline - the ultimate weapon to get the girls), the most popular bars and discos in Puerto Rico were given peepholes (QR Codes) which allowed men to peek into the girls bathroom (video below). The QR Codes resolved to steamy videos and if shared on Facebook even steamier videos were unlocked. The results were pretty spectacular; 23% of the target audience peeped daily, there was a 53% increase in social interactions with the brand and a 602% increase in views and feedback on Facebook.
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