FREEPLAY AT DREAMHACK SUMMER BECOMES
THE “AXE CHILL ZONE”
Axe Ice Chill Zone to Feature PC Freeplay, Chill Zone
and Axe Ice Chill Sampling
JUNE 14, 2019
DreamHack, the premier gaming and digital lifestyle festival, is proud to announce a new partnership with Unilever grooming brand, Axe. Axe will sponsor the PC FreePlay zone at DreamHack Summer in Jönköping, Sweden, June 15-17, and transform it into the Axe Chill Zone. DreamHack attendees will be able to visit the outdoors tent to play the latest PC games, relax in the Chill Zone, and get their own sampling of the new Axe Ice Chill.
“It is fantastic to be able to partner up with such an iconic brand as Axe for this year’s DreamHack Summer. By also being a lifestyle brand, Axe fits right in with the DreamHack crowd and we are sure their Axe Chill Zone will be a popular part of this summer’s festival,” said DreamHack Co-CEO Marcus Lindmark.
Axe, first launched in France back in 1983, has a full range of grooming products including body sprays, deodorants, antiperspirants, body washes, and styling products, and is also a lifestyle brand that speaks to both guys and girls through unique experiences. During DreamHack Summer, Axe will sample their new Axe Ice Chill products, an icingly refreshing roll-on deodorant and body spray that cools your skin down by six degrees C.
“We are excited to be part of DreamHack Summer 2019,” said Axe Brand Manager Anna Blom. “We look forward to bring an engaging and fun hangout spot to this event where all of the attendees can truly chill down in between of all the gaming activities.”
The Axe Chill Zone can be found at the DreamHack Open Air — an outdoor activity area — throughout the three-day festival. Guests are encouraged to stop by, play some games, relax and get free samples.ABOUT DREAMHACK
DreamHack is all about entertainment for the digital generation. Founded in 1994 as a BYOC LAN party, DreamHack grew over 20 years to a global phenomenon as the digital festival for today’s youth, hosted throughout Europe and North America. DreamHack festivals feature multiple esports competitions, live music, exhibitions, creative competitions, LAN party, cosplay and much more. DreamHack helped pioneer esports and continues to be one of the largest global producers of esports content. Millions of viewers tune in from all over the world to watch DreamHack broadcasts every year. DreamHack events welcomed over 310,000 visitors in 2018.
More information is available at dreamhack.com. DreamHack is part of leading international digital entertainment group MTG. More information at mtg.com.
DREAMHACK MEDIA CONTACTSPer Sjölin, DreamHack
+46 730 25 31 99Melissa A.E. Sanders, Tadpole Communications
+1.404.909.6726UNILEVER MEDIA CONTACTAnna Blom
+46 72 994 51 29DREAMHACK PRESS LIST
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