Old Spice Seeks Gaming 'Experience'

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NEW YORK Procter & Gamble’s Old Spice is hoping to reach young male consumers through video games, but in a new campaign won’t place messages in the games themselves. Rather, the advertiser is seeking to enhance the experience outside the game.

The Old Spice Experience Challenge leans on Xbox Live’s Gamerscore system, which rewards players for achievements in Xbox Live games, such as advancing past a level or registering wins against others.

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