Axe Concerts

Now, to promote a new fragrance, Axe Music, which will be available in a body spray, shower gel and shampoo, the brand is staging four mystery concerts in major cities, with the artists and sites announced only shortly beforehand. The first show, featuring the rapper T. I. and unannounced guests who included Mary J. Blige, took place on Monday at Capitale in Manhattan.

The brand trickled out the information in the days leading up to the show on its Web site, TheAxeEffect.com, as well as on its Facebook page and through Twitter messages, where followers entered drawings to attend and were encouraged to bring a date. T.I., who has about 4.2 million fans on Facebook, also announced details of the concert shortly before the show on Facebook and on his Web site, Trapmuzik.com.

via the New York Times