Old Spice Will Drop a Man in the Woods and Let Twitch Viewers Control Him for 3 Days

Crowdsourced gaming from nongaming brand

Headshot of Tim Nudd

Old Spice is tapping into the gamer community, which clearly overlaps with its own target, with an interesting campaign on Twitch—the live social video platform for gamers—in which viewers get to control a real human being dropping in a forest for three days.

Beginning Thursday at 10 a.m. PT, visitors to twitch.tv/oldspice will use the site's chat feature to send commands to the man to perform. Users will work together to unlock achievements or activities for Nature Man. ("Arm wrestle an obviously fake bear? Hear stories from a wise tree? Stumble across interesting and good smelling characters? The scenarios are endless—and completely up to the participating gamers," says Wieden + Kennedy, which built the experience.)

Beyond that, well, we'll just have to see how it unfolds.

"Old Spice is thrilled to bring an outdoor gaming experience like no other to our fans and the Twitch community," Kate DiCarlo, communications manager for P&G beauty care, tells AdFreak. "We're always looking for new ways to entertain and build brand loyalty with our fans, and Twitch is the perfect partner to help us reach the gaming and livestreaming culture in an authentic way. Plus, with scent names like Timber, Amber and Citron, we couldn't think of a better way to celebrate our new nature-inspired Fresher Collection."

The stream will run from 10 a.m. to sundown PT on Thursday, Friday and Saturday.

Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register

@nudd Tim Nudd is a former creative editor of Adweek.