Nature Adventure: How Old Spice and Twitch collaborated to make the world's first-ever live-stream, real-life, Internet-controlled video game

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Nature Adventure: How Old Spice and Twitch collaborated to make the world's first-ever live-stream, real-life, Internet-controlled video game

Drew Phillips, Britton Taylor and AJ Blumenthal

Campaign details

Brand: Old Spice Brand owner:Procter & Gamble Wieden+Kennedy Citizen Relations, Prettybird Canada, USA : Deodorants, anti-perspirants Mobile & apps, Online display, Online video, Search, Social media, Websites & microsites 1 - 3 million

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