Devastating Explosions
Open the game- Brand
- Old Spice
- Year
- 2011
- Objective
- Engagement
- Industry
- Beauty
- Mechanic
- Shooter
- Platform
- Web
- Agency
- Old Spice
- With
- Hook
- With
- Wieden + Kennedy
Objective
Old Spice sought to engage young male audiences during the 2011 holiday season through interactive entertainment that reinforced the brand's irreverent, comedic positioning. As part of the 'MANta Claus' campaign, the brand aimed to distribute gifts to the global audience while creating a shareable web experience that would drive brand awareness and social engagement.
Solution
Devastating Explosions was a microsite featuring a simple but engaging interface: a large red button controlled by the Old Spice Guy's hand. Clicking the button triggered short video clips of explosions and destruction. Developed by Wieden + Kennedy Portland, the site was designed as a stress-relief tool and gift-giving experience, where users could repeatedly trigger explosive content. The campaign was integrated into a broader multi-day initiative to distribute gifts globally, with the interactive game serving as the primary engagement mechanism for holiday-driven traffic.
Results
The microsite generated nearly 4 million button clicks and over 600 million 'high fives' (social interactions) in the first week alone, indicating strong viral engagement and user participation.
