To Reach 18-34 (Men, Especially), Surround Them

One way marketers can keep the demo hooked is to literally "surround" young men with the message by using multiple media channels and leaning on branded entertainment vehicles to drive their points home.

Case in point: Axe's "Gamekillers" by Publicis Groupe-backed Bartle Bogle Hegarty, which plugged the men's deodorant and body sprays in an MTV show and Internet iterations.The effort's fun, multimedia approach helped keep it fresh and combat the "seen it, I'm over it factor that often plagues the demo," said David Rubin, director of brand development at Axe parent Unilever, and Greg Anderson, director of engagement planning at BBH.

According to Rubin, the year the show was on sales of the product rose roughly 96 percent. "Expect to see another show on MTV this September," he said.

The media landscape offers more choices, according to panelists at the Marketing to Men 18-34 Conference presented by Ripe TV and hosted by Adweek and its parent, the Nielsen.