Amir and Streeter from college humor have been engaged in a prank war going back several years.  Each prank has got progressively more elaborate than the last, recently culminating in Amir getting completely owned at this basketball game. But for the first time a sponsor got involved.  Axe helped Streeter pull off the prank, got mentioned in the video and then ran ads around the clip at www.collegehumor.com.  While many companies are out there trying to create viral content, Axe took a different approach by connecting with talent who already have a huge on-line following and helping them do their thing.  With over 1.6 million views on YouTube since March, it's looking like a really smart move.