To produce a compelling covermount disc on behalf of gay men’s lifestyle magazine AXM that engaged and built a relationship with the target audience whilst acting as a database generator and driver of readership and subscriptions to the magazine.
Featuring unreleased music from a selection of well-known artists, the disc also contained celebrity fashion shoots, an interactive guide to UK clubbing, and access to a bespoke online game called ‘Paparazzi’. Based over a number of levels, the object was to photograph as many celebrities as possible, and an online league table of high scores (with prizes) encouraged players to challenge their friends, spreading the takeup far beyond the audience of the initial disc.
AXM enjoyed its highest-selling issue, the website received tens of thousands of additional visitors, generating an opt-in database of over seven thousand new prospective readers of the magazine
"Black Salt developed the mechanisms of the campaign very intelligently, creating genuine reasons for people within the magazine’s target audience to get involved, and then get their friends involved. They translated the brand’s ethos perfectly into a new media format, and have added real commercial benefit by expanding our readership and the relationship we have with them"
