Unilever has launched a new fragrance under its personal care brand Axe, and this time, the line that was once only for men is also rolling out a scent for women. The fragrance line, called Anarchy, is being introduced online with a graphic novel on the brand’s YouTube page, and fans can help shape the outcome.

Anarchy: The Graphic Novel was launched today on the Axe channel, which has more than 12,245 subscribers and tops 15 million total views. The story follows the “Anarchy Girls” as they create chaos around the world and new sequences will be uploaded every few days. Fans can shape and interact with the story by posting their suggestions and votes for plot twists, and some could even end up becoming a character.

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Kellogg is promoting the Special K diet with an updated version of their myPlan mobile app, making it easier for users to manage their weight loss efforts while on the go.

The revamped app allows consumers to choose their preferred program and options include how to reach an ideal weight, maintain their current weight, prepare for a special event with a customized diet plan, or sign up for the Special K Challenge.

Users can pick from three meal plans that incorporate Special K products, including an option for vegetarians, one specific to those who like to cook, and simple recipes for those who don’t.

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Luxury automaker Mercedes-Benz has combined free music and social media to help extend the brand’s reach, further engage consumers, and boost their online fan base.

The first Mercedes-Benz Mixed Tape playlist of 2012, called “Silver Vibrations,” features 10 tracks by American and European artists and is available for free download through the initiatives’ dedicated Facebook page.

While on the page, fans can listen to and download each song separately, or click through to the Mixed Tape music platform to download the entire playlist together as a .zip file. Mixed Tape also features biographies of featured emerging artists, a music blog, and custom artwork for each new album cover.

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Ermenegildo Zegna is starting off the New Year by boosting their digital efforts with an enhanced mobile application available for iPad and iPhone.

With the Zegna Live app, fans can watch a live-stream of the brand’s fashion shows, beginning with the autumn/winter 2012 collection on January 14th. Fashion fans will have access to behind the scenes show details and backstage secrets, as well as images and notes for each look featured.

Consumers can also use the app to buy a select number of items highlighted on the runway, and orders made via the ecommerce function right after the show will be processed and shipped immediately.

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To help consumers ring in 2012 and keep brands top of mind after the holiday shopping season, social video was the marketing channel of choice for many luxury brands this year.

Examples include French fashion house Chanel, who added to their Christmas campaign by launching a holiday wishes video on their Facebook page, featuring the brand’s iconic double C logo.

The video featured sparkling black and gold bottles of Chanel perfume arranged to read “happy new year,” and ends by inviting viewers to “share the Chanel wishes” by sending it to friends via social media or email, according to Luxury Daily.

March Jacobs also created a video that has employees sporting New Year’s Eve accessories and noisemakers, holding bottles of champagne, and dancing around in piles of colourful tissue paper. The video was posted on the brand’s YouTube page, and was supported by an email campaign to the fashion house’s newsletter subscribers, asking them to celebrate the New Year with Marc Jacobs.

As part of their overall holiday campaign, the brand asked consumers to use the #MarcFam hashtag and invited them to post their photos to Marc Jacobs’ social networks.