Old Spice Interview Trainer

Objective

Old Spice needed to boost awareness of its new 'Wild Collection' body fragrance line through a distinctive marketing campaign. The brand created a fictional character — Mr Wolfdog, a man-eating wolfdog with an electronic voice collar — to serve as its chief director of marketing. The strategy leveraged absurdist humor and character-driven content to engage audiences across multiple platforms.

Solution

The campaign featured 'Teach Me to Job,' an interactive website where users could practice job interview skills using webcam technology, maintaining eye contact with a character called 'Mr. Boss' while navigating comedic distractions like dancing staplers and background imagery. The campaign spanned multiple content formats: the Interview Trainer game, how-to videos, live streaming stunts via Google Hangouts, uStream, and Xbox Live, a dedicated Tumblr blog managed by Mr Wolfdog, and original music tracks. Mr Wolfdog 'took over' Old Spice's social media channels with daily content and communications, creating a narrative arc where the character eventually resigned after one week.

Results

The Old Spice Mr Wolfdog campaign generated over 4 million YouTube views within its first week.