NEW YORK — Unilever’s AXE men’s grooming brand is using mobile 2D barcode technology from JAGTAG to help drive a marketing campaign for the launch of its new AXE Twist products.

According to Princeton, N.J.-based JAGTAG, the collaboration between the two companies marks the largest multichannel advertising program in the U.S. market using a mobile 2D barcode.

JAGTAG mobile barcodes appear in AXE Twist marketing efforts promoting exclusive content from the AXE Twisted Humor Tour, presented by "Funny or Die" and at college campuses.

To reach the AXE target demographic, men ages 18 to 24, JAGTAG mobile barcodes will be featured across multiple media channels, including print inserts within nine national men’s magazines, such as GQ, Maxim and Men’s Fitness, in sample packs distributed at college campuses, in handouts and signage in movie theaters, and at Six Flags theme parks nationwide.

The AXE Twist line includes a body spray, an antiperspirant-deodorant stick, a deodorant stick and a shower gel.

"For AXE to stay relevant to our guy, we need to constantly innovate and find new ways and channels to entertain him where he lives, works and plays," commented Mike Dwyer, AXE marketing director.

With JAGTAG barcodes featured alongside AXE Twist product samples and promotional materials, consumers can snap a photo of the JAGTAGs and instantly receive exclusive videos featuring comedians from the AXE Twisted Humor Tour.

JAGTAG works on all major wireless carriers and camera phones in the United States and enables AXE to share video content instantly with 90% of mobile users, without requiring them to download an application. Standard messaging and data rates apply.

"JAGTAG’s ability to deliver on-demand mobile video to all standard phones and smartphones exponentially increases the number of people AXE will reach — especially since only 23% of males 18 to 24 own a smartphone," stated Dudley Fitzpatrick, founder and chief innovation officer of JAGTAG. "AXE has always been one of the smartest digital marketers, so it doesn’t surprise us that they see the value of a mobile media that enables them to share their best content with a mass mobile audience."

The JAGTAG initiative for AXE Twist is slated to run through June.