Axe wanted to leverage the flirtatious behavior of guys and girls on St. Patrick’s Day by developing a Twitter microburst campaign with a theme inspired by the holiday and the classic “Kiss Me I’m Irish” phrase. They were looking to beat other brands to the punch by creating a campaign around St. Patrick’s Day, which only left 15 days from concept to launch. Axe's goals were to demonstrate how Axe understands the target’s lifestyle (new media), illustrate Axe as a social brand and create fun ways for guys to engage.
JB Chicago presented their proprietary concept of the Twitter Microburst, proven just a few weeks prior with its Valentwine campaign which received 1.5 million unique visitors in just a 10 day period. The St. Patrick's Day concept was to use the “Kiss Me I’m Irish” moniker and turn it into tweets. Twitter users could then create their own “____ Me I’m ____” tweets for P2P interactivity.
"Tweet Me I’m Irish” was the first major brand launch wrapped around a Twitter Application and obtained over 3.5 million impressions on Twitter in just 10 days. Axe was able to quickly leverage the power of social media to drive awareness amongst their key demographic.