You Now Have a Chance to Help Run an Old Spice Marketing Meeting

Livestream charts new territory for the brand

Let's meet ... on YouTube. Old Spice
Headshot of Doug Zanger

If you’ve ever had a hankering to join Old Spice’s marketing team to chip in on the myriad wacky ideas that make their way to the consumer universe, now is the time to rejoice. The brand is hosting the Old Spice Boardroom livestream on their YouTube page today (Aug. 15) starting at 6 p.m. ET where consumers can help run a marketing meeting.

This (C2B? B2B-ish?) brand stunt created by Wieden+Kennedy is a peek behind the curtain where viewers can control the festivities and overall marketing plans for a day. This feels somewhat similar to another livestream the agency did recently for KFC—but that one was with kitties instead of people and not about marketing. So this really wasn’t like that at all save the fact that everything was controlled by the audience.

The brand and agency will get meta and spice things up (because real meetings, marketing or otherwise, do suck) by bringing in social media influencer Toddy Smith to talk about the power of influencers. Online comedy purveyors Super Deluxe will take over the PowerPoint part of the confab, with input coming from fans on what the presentation should look like.

Additionally, there will be some jazzy real-time graphics integration courtesy of a new tool from GoLive, the company powering the entire affair, and viewers can participate even more with YouTube comments, by voting on polls, contributing their own content and more.

Since this is the first of five planned sessions that will run throughout the fall, we have no idea what’s going to happen, and we don’t have much to go on, but that’s OK because all the ingredients seem to be in place for something fun.

And, if we’re honest, we weren’t sure what would happen when the Old Spice and W+K decided to do a response campaign eight years ago … and that turned out pretty well, right?


Client: Old Spice
Project Name: The Old Spice Boardroom
Format: YouTube Livestream

Wieden+Kennedy Portland
Creative Directors: Ashley Davis-Marshall, Matt Sorrell
Copywriter: Adam Crouch
Art Director: Karen Zack
Producer: Evelyn Loomis
Studio Manager: Patrick Cahalan
Account Team: Katie Schaller, Ghada Soufan, Thomas Harvey
Business Affairs Manager: Dusty Slowik
Strategic Planning: Samantha Serocki, Andrew Clayton, Drew Phillips
Media Planning Cherish Lee, Melissa Meier, Brian Goldstein

TV Production
Production Companies: W+K Creator Studio
Director of CS: Patty Brebner
Executive Producer: Jules Brown
Line Producer: Rachel Gardell
Production Coordinator: Mulu Habtemariam
Production Designer: Zachary Brockhoff
Teaser Videos Camera Operator: Anders Lund
Teaser Videos PA: Giulia Jimenez
Editor: Anders Lund

Livestream Company: Blaze Streaming Media
Live Stream Director: Joe Christensen

Interactive Live Tool: GoLive
Production Company: Prettybird
Executive Producer: Derek Richmond
Interactive Directors: Fourclops (Jeff Greco and Eli Stonberg)
Developer: Michael Lucarz
Designer: Chris Sanchez

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.