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# City-Dwelling Astronaut Photography
The Axe Astronaut Space Competition Sends 22 Fans into Orbit

By Tia Clarke | Published 2013-01-30 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/space-competition
References: [www2.axeapollo](https://www2.axeapollo.com/en_CA/) & [youtube](http://www.youtube.com/AXE)

These images of astronauts "just chilling" around New York City are hilarious. The promotional photographs feature the astronauts in full space gear riding escalators in single file, walking across a zebra crossing in Times Square and even catching up on the day's news on the subway. The pictures were released as part of a space competition with [men's toiletries company](https://www.trendhunter.com/trends/smells-like-a-date) Axe to send 22 lucky fans into space. Axe is launching the amazing competition to celebrate its 30th year anniversary and the launch of its [Apollo](https://www.trendhunter.com/trends/artemis-iii-spacesuits) line of products.

The hilarious fireman vs astronaut clip will air during the third quarter of the Super Bowl XLVII to promote the space competition. This is a clever way of reaching out to customers in a way which is engaging, interactive and memorable. Axe is asking space hopefuls to tag @Axe with the #inspace hashtag.

## Trend Insights (Trend Hunter)

- Score: 4.4/10
- Popularity: 57% | Activity: 66% | Freshness: 8%
- Audience gender: 90% men, 10% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts)

## Key Themes

### Key Themes Behind This Trend

- **Space Tourism Advertising:** Advertising space tourism opportunities in engaging and memorable ways through promotional photographs and videos.
- **Consumer Engagement Through Social Media:** Encouraging customers to engage with brands through social media through the use of hashtags.
- **Gravity-defying Cosmetics and Toiletries:** Developing cosmetics and toiletries geared for use in zero-gravity environments such as space.

### Where This Applies

- **Space Tourism:** The development of space tourism programs and related marketing initiatives.
- **Social Media Marketing:** The creation of social media campaigns that encourage engagement and participation from consumers.
- **Cosmetics and Toiletries:** The development of cosmetics and toiletries for use in space and zero-gravity environments.

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