Graphic novel in real-time: Axe’s “Anarchy” calls on fans for content

Unilever’s Axe is gearing up for a digital marketing first – a graphic novel with a story fully outsourced from user feedback. Comments on how the story should continue could be posted via Axe’s YouTube channel, where a teaser trailer and active call for story ideas is already in play. The teaser trailer showcasing a live-action scene is as shown below.

 

The graphic novel has been dubbed “Anarchy” and fans are asked to cast the final “Anarchy girl”, choosing between Julie and Mindy. They also have the liberty to choosed the state where they want the story to happen. As the story suggestions come in, artists and editors will choose a workable plot, develop the strips, and upload them on the same channel when completed.

 

“Anarchy” is kicking off on January 10 and will continue to run until April 30.