Cannes Lions

PERSONAL CARE

WIEDEN+KENNEDY, Portland / OLD SPICE / 2015

Awards:

1 Gold Cannes Lions
7 Bronze Cannes Lions
8 Shortlisted Cannes Lions
Case Film
MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Description

Branded Entertainment is a prevalent form of communication in the US. Currently, branded entertainment distributed on the Internet is free from restrictions. What makes this entry distinctive is that the content came in the form of an immersive activation, as well as that it was dictated by real people that interacted with the machine, challenging the traditional fashion of creating and delivering branded messages in order to remain relevant with an easily bored audience.

Execution

Each episode of 4th and Touchdown was promoted via Old Spice and NFL-owned channels and media properties. We leveraged the social handles of the NFL players that were interviewed in the web series to reach player fans directly via social media, and we enabled a conversation between fans and players by facilitating a Reddit AMA (Ask Me Anything) forum. By combining a paid and social media approach to targeting guys, we were able to successfully reach and engage NFL fans across the country.

Outcome

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.

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