Old Spice Promotes ‘Music in the Zone’

NEW YORK Proctor & Gamble’s Old Spice has launched an ad campaign to attract young males to a music-themed Web site, with promises of free downloads, song samples and artist information.

P&G has begun a “Music in the Zone” promotion that drives consumers to an Old Spice-branded Web site (www.musicinthezone.com) with the lure of streaming music, free music downloads, and concert and artist information. The site links to Spin articles and will give away tracks from the iTunes Music Store through UPC codes.

The Web site will be promoted through TV, radio and online advertising, as well as messages on Old Spice packaging. Independent shop EVB in San Francisco is handling the online aspects; Saatchi & Saatchi is doing offline advertising.

The “Music in the Zone” Web campaign is part of a series of online pushes Old Spice has made this year to build brand awareness and interaction with its core 16-24-year-old male demographic. EVB last month created another Old Spice site, devoted to Nascar fans (www.osracingfans.com). It features articles and interviews with driver Tony Stewart, who is sponsored by Old Spice, as well as “cheat codes” to the Electronic Arts Nascar video game.

“It’s gone from the Web playing a supporting role in communicating product information to now it’s much more about creating engaging content,” said Daniel Stein, managing director of EVB.

EVB is promoting the site with ads on MTV.com, iFilm, MySpace and other Web sites frequently visited by young males.

In addition to the music and Nascar sites, EVB has created a “When She’s Hot” Web venue (www.whensheshot.com) that allows users to design their own videos and a “When You Stink” destination (www.whenyoustink.com), which is a spoof of the other site.

Stein said EVB clients like Old Spice and Wrigley’s are recognizing the Internet’s potential as a branding medium, and have begun shifting money into building content destinations. In a Web effort for Wrigley’s Winterfresh brand, for example, EVB shot video of a Winterfresh-sponsored “Snocore” concert and then posted it online. Site visitors can direct their own music video from concert footage shot of rock group Chevelle.

“The quality of the content has to be good enough that they don’t mind the brand there,” Stein said.