Old Spice: Foam Zone
Open the game- Brand
- Old Spice
- Year
- 2019
- Objective
- Engagement
- Industry
- Beauty
- Platform
- Web
- Agency
- Old Spice
- With
- Monks
Objective
Old Spice launched Foamer, a new foaming body wash line, and needed to generate massive awareness and engagement. The brand partnered with Wieden+Kennedy Portland to create a memorable live entertainment experience that would drive product interest and capitalize on football season cultural relevance through interactive streaming.
Solution
A live two-day obstacle course game show broadcast simultaneously on YouTube, Twitch, and Facebook Live. Twenty-four to twenty-six contestants competed through six NFL-themed obstacles (including the "Foam Waterfall of Doom") in the "Lost City of Football." The core mechanic: audiences participated in real-time via 80+ live voting polls to decide contestant elimination, game rule changes, and platform mechanics. Three commentators and a host guided the action. Edited highlights were packaged as television commercials that aired on ESPN.
Results
The campaign won a D&AD Wood Pencil award in 2019 in the Entertainment category.
