Big bets on small businesses
To promote the return of Billions, we transformed Bobby Axelrod’s fictional firm, Axe Capital, into a real-world venture capital engine and took to Kickstarter to find entrepreneurs to be #BackedByAxe.

Moving beyond traditional advertising, we treated the crowdfunding platform as a social ecosystem, using Axe Capital to financially back dozens of real-world entrepreneurs. By providing the seed money needed to launch their businesses, we reached our audience exactly where they live: in the high-stakes world of the hustle, where they celebrated their successes across social media.

Our crowdfunding efforts earned over 25 million impressions and provided direct, life-changing funding to dozens of small businesses.