Old Spice "High Five for Friendship"

Objective

Old Spice launched a mobile-based social game to promote friendship among young men and reinforce the brand's positioning around male camaraderie. The campaign tapped into a broader brand narrative about celebrating and strengthening friendships among guys.

Solution

A two-player mobile game where players simultaneously perform synchronized high-five gestures on their devices. The game evaluates 'friendship compatibility' based on the timing and precision of the gestures. Players visited oldspicehighfive.com on their devices and played together in real-time to test the authenticity of their friendship.

Results

Not published.