On April 16, Old Spice launched a 3-day social gaming experience on Twitch, a live video platform and social community for gamers.
For the campaign, the male grooming brand placed a man in a forest (also known as Nature Man), where his actions are now controlled by viewers of the stream. Through April 18, players can visit http://www.twitch.tv/oldspice and work together via a live chat to send commands for Nature Man to perform to unlock achievements. This campaign showcases the power of creating an experience that is truly targeted to your audience. The brand identified a niche social channel and created a unique way for consumers to interact with the brand, ultimately building a deeper relationship with those consumers.