Old Spice Youland, featuring You

Objective

Old Spice, a men's grooming brand owned by Procter & Gamble, sought to reinforce its brand positioning as embodying an exciting, adventurous lifestyle targeting a younger demographic. Launched in June 2016, the campaign aimed to drive engagement and brand awareness through an innovative interactive experience that went beyond traditional advertising.

Solution

Old Spice created the first personalized video game experience where players logged in via Facebook and were automatically transformed into characters within a surreal Old Spice universe. The game featured three arcade-style games inspired by the brand's 'Hardest Working Collection' product line, each with three levels and styled as 1980s 8-bit graphics. Customization was central to the experience—the game world adapted to each player's location, school, age, and interests, with up to 12 Facebook friends appearing as supporting characters. Brand ambassadors Isaiah Mustafa and Terry Crews appeared in personalized video intros. All custom video scenes were produced in-house at MediaMonks. The game launched on Facebook on June 20-27, 2016, at youroldspicegame.com.

Results

Not published.