This past weekend, saw one of the most awaited annual events in America, “Superbowl Sunday”, take place.
American football-crazed fans ensured that tickets prices soared, and anyone wanting to buy themselves a seat had to be prepared to shell out thousands of dollars. Two weeks ago, when the Chicago Bears secured themselves a place at the final, one of their adoring female fans decided she was going to secure herself a seat at the final to watch them play.
 
When in doubt… sell yourself on eBay
She didn't have the money, but she had the looks and a little marketing know-how. So 26-year-old Sarah Spain bought a plane ticket to the Superbowl, booked a hotel, and thought up a brilliant viral marketing strategy to get herself a seat at the stadium. She decided to sell herself on eBay. Not in the illegal sense mind you, but as a hot date to the Superbowl final.

Of course news about good-looking women selling themselves on eBay spreads faster than a Cape Town bush fire in February. Within hours Sarah's Superbowl date bidding was getting out of control. Ebay noticed something was up and decided to remove her offer from their site. They don't allow offers of "intimate service contact, including dates".

Undeterred, Sarah put up a second offer - selling her pom-poms (not those ones, boys) in return for the Superbowl ticket. Once again eBay removed her.
Poor Sarah. No date. No Superbowl ticket.

The Axe Effect
That’s when the viral-masters marketing team from Axe body spray caught wind of her story. They immediately smelled an opportunity and offered to turn the tables for Sarah. Axe sponsored her four Superbowl tickets on the condition that she continue her Superbowl date campaign. Only this time it was the guys of America that would be begging to be her date.

Sarah set up a MySpace page asking guys to email her with reasons why they should be the lucky date to accompany her and her two best friends to the Superbowl. After reading through 1,300 entries she decided on Alan Shahtaji – a young medical student and, of course, avid Bears Fan.

Good move on Axe's part. Not only did they buy free media attention for the price of four Superbowl tickets, but they have also come off seeming like a really nice bunch of guys. Charity to three hot chicks and one lucky man. Perfect branding and perfect timing.

PS - The Bears lost anyway.