Old Spice Nature Adventure

Objective

Old Spice sought to position itself as a brand for adventurous men by tapping into the gaming community on Twitch. The campaign leveraged the viral 'Twitch Plays Pokémon' phenomenon to create a branded interactive experience that would engage viewers and demonstrate the brand's daring personality.

Solution

Old Spice Nature Adventure was a three-day live interactive game broadcast on Twitch (twitch.tv/oldspice) where viewers controlled a real person (Nature Man) dropped in the woods through chat commands. Players collectively directed the character through various scenarios including wrestling a person in a bear suit, solving riddles from a talking tree, winning a food fight against a prospector, and impressing a forest fairy. The campaign used exclusive Old Spice chat emotes for engagement. Players worked together in real-time to make decisions, creating a collaborative, multiplayer gaming experience around a real-life protagonist.

Results

Not published.