In the mating game, there are forces working against young guys. People whose sole mission in life is to cause guys to lose their cool and the girl. They are called, The Gamekillers. We created over a dozen of these cock-blocking characters and taught guys the way to beat them: Keep your cool with Axe Dry. Rather than launch the campaign traditionally, we produced a one-hour hybrid reality show that premiered on MTV. In it, we follow one guy on a series of dates in order to win over a girl. But unbeknownst to him, Gamekillers were unleashed to wreak havoc on his game. Immediately following the show, we used these same Gamekillers to launch a 360-degree advertising campaign that included TVC's, print, OOH, viral, newspaper, radio, a college comedy tour and ambient media. The show delivered a 1.02 rating for adults 18-24—26% higher than the national average of .81 for the same demo. It was also rated the fourth highest cable TV show in its time slot, which prompted MTV to rerun it eleven times, which equaled eleven hours of free media. To date, more than 28.6 million media impressions have been secured through PR alone and The Gamekillers 101 tour secured more than 23 million impressions through local news coverage. The campaign has been referenced in countless blogs, and The Gamekillers has become a pop culture phenomenon. But the ultimate sign that The Gamekillers was a success is that MTV has just picked it up as a series. Look for it in the fall of 2008!