Use of social media in IMC mix

• Watch the following AXE commercials Anarchy at: 
  
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    • https://www.youtube.com/watch?v=OFU2AaZbd0o
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    • https://www.youtube.com/watch?v=0avReuIACcs
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    • https://www.youtube.com/watch?v=hvC5UgWRwtc
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    • https://www.youtube.com/watch?v=Ks9TUFu8PCc

discuss how use of social media in IMC mix is applied in this case.

For instance the AXE "Anarchy" campaign integrates social media into its IMC mix by attaching links to videos and a graphic novel across multiple platforms, engaging a wider demographic by multimedia storytelling.