Foam Zone

Objective

Old Spice needed to launch its new Foamer body wash to a young, mobile-first audience that barely watches TV, so it built a stunt timed to NFL kickoff instead of a straight product ad. The goal was to make viewers act, not just watch a commercial.

Solution

You tune in to a live football-themed obstacle course streamed at once on YouTube, Twitch and Facebook Live, hosted by Anthony "Spice" Adams inside the "Lost City of Football." Teams of contestants run six foam-soaked obstacles — the Foam Waterfall of Doom, Fourth and Inches, the Von Finale — while you vote in the chat: which player gets eliminated, whether the arena gets blasted with foam (#makeitfoam), whether a platform drops out from under someone's feet. Your votes and chat messages feed back into the show in real time, steering who survives each obstacle. The hosts call the action and read out poll results live, and the run ends when one team is left standing to claim the Foam Zone Trophy.

Results

The two-day livestream drew 7.3 million views across all three platforms combined, with 126,000 viewer interactions and more than 80 live polls run over the two broadcasts; at its peak on day two, the stream ranked #3 among trending livestreams on YouTube.