Axe Deodorant has a contest where the grand prize is a trip into space

So what is with Axe deodorant having a grand prize to go into space on the XCOR Lynx sub-orbital space vehicle? Archived source: https://web.archive.org/web/20140329082625/http://www.spacetimeandtheuniverse.com/off-topic/6058-axe-deodorant-has-contest-where-grand-prize-trip-into-space.html