A Flash-animated prequel to the hit FOX series 24 has launched online as part of a year-long cross-promotional campaign between deodorant brand Degree Men and the Fox Broadcasting Co. Titled Day Zero, the series is produced by digital content studio Icebox and delves into never-before-seen events that took place before Jack Bauer began thrilling television audiences.

“We’re confident this program will redefine entertainment partnerships,” says Sam Chadha, marketing director for deodorants at Unilever. “From action-packed television and internet content inspired by the Emmy Award-winning series to innovative in-store and Web experiences, the Degree Men-integrated activities around this new partnership will deliver arresting, attention-grabbing entertainment.”

The campaign also includes The Rookie, a series of live-action online short films that follow the adventures of Jason Blaine, the newest member of CTU. The character will appear in two different storylines, “Coffee Run” and “Get This to…,” which will premiere in their entirety exclusively at www.CTUrookie.com. Created and produced by MindShare Ent. and Science + Fiction, each short will then be turned into a series of episodic national television commercials that end with a 24-esque cliffhanger.

Catch the first episode of Day Zero now at www.degreemen.com/men/dayzero. The site features a counter that counts down the days, hours, minutes and seconds until the debut of the next installment, which is slated to arrive in about five days.