WIEDEN+KENNEDY, Portland / OLD SPICE / 2016
From their preferred ninja shows to their questionable Internet behaviors, humorous entertainment drives our guys. That’s why the brand’s long-standing entertaining strategy has been centered on bringing guys humorous interactive experiences in the most unexpected way. This time we went after video gamers as part of our Fresher Collection campaign to help launch our new Fresher Collection scents inspired by nature. To do this, we created Nature Adventure and put a real live human man in the woods. We gave gamers complete control over him for three days during the world’s first live-action, real-time video game.
Just like any video game, this one had a princess, bad guys, allies, an inventory, a map, and an epic quest. You could even die. And die. And pretty much, he died a lot. But unlike any video game, this one was totally, 100% controlled by the Internet. The game worked by using the chat feature on Twitch—the #1 live-streaming site in the world—to give the man commands that he would have to fulfill instantly.
In the end, Old Spice became the first brand to have a live-streaming, user-controlled video game, and the Internet was demanding an “encore.” Over a three-day period, 2.5 million visitors played. Up to 22,000 people were playing at any one time, giving a total of 1.4 million gameplay commands. Twenty-nine years of game playing and nature were consumed. Each player spent an average of 11 minutes with the game and delivered 267 million earned impressions for the brand.
2018, OLD SPICE