# Collaborative Cephalopod Games Old Spice Launched 'S.Q.U.I.D.' to Promote Its Krakengard Scent By Laura McQuarrie | Published 2017-05-22 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/krakengard References: [adweek](http://www.adweek.com/agencies/old-spice-made-a-giant-robotic-sea-beast-and-wants-you-to-run-its-bizarre-life-this-weekend/) & [twitch](https://www.twitch.tv/oldspice) To mark the release of its [newest scent collection](https://www.trendhunter.com/trends/old-spice-holidudes), Krakengard, Old Spice launched a [limited-time game](https://www.trendhunter.com/trends/ice-cold-justice) called 'S.Q.U.I.D,' which is short for 'Shared Quests Uniting Individual Dudes.' In the game, players are challenged to guide a mythical sea creature through the rites of adulthood, such as getting a job, passing a driving test, meeting a date's parents and other important milestones. True to the name of the game, the game has players take turns controlling one of the eight robotic limbs of the creature. While waiting, players are lined up in a "Holding Tank" area, which is styled on [Twitch](https://www.trendhunter.com/trends/razor-island) like a chat room, but also have the chance to cause changes to the game's environment by using custom Twitch emotes. ## Trend Insights (Trend Hunter) - Score: 0.3/10 - Popularity: 1% | Activity: 1% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Games](https://www.trendhunter.com/games) ## Key Themes ### Why This Trend Is Growing - **Collaborative Gaming:** Opportunities for brands to create collaborative games that engage consumers and promote their products/services. - **Gamification for Marketing:** Gamification can engage consumers and create a fun experience that promotes target products and services. - **Interactive Twitch Campaigns:** Creating interactive campaigns on Twitch allows brands to interact with their audience and create a more immersive experience. ### Industries Being Reshaped - **Marketing and Advertising:** Creating gamified advertising campaigns can attract consumers and create memorable campaigns. - **Gaming Industry:** Collaborative gaming can drive engagement and create fun experiences for gamers and non-gamers alike. - **Social Media/twitch Platform:** Twitch can be utilized for interactive campaigns that reach a large audience who are engaged and comfortable with the platform. ## Related on Trend Hunter - [Gamified Scent Marketing Experiences](https://www.trendhunter.com/trends/grab-the-sweet.md) - [Branded QR-Powered Retro Games](https://www.trendhunter.com/trends/orca-scan.md) - [Streaming Series Deodorants](https://www.trendhunter.com/trends/the-witcher.md) - [Fishy Tabletop Card Games](https://www.trendhunter.com/trends/fishy-squishy-crusty-quirky.md) - [Shaving Game Experiences](https://www.trendhunter.com/trends/razor-island.md) - [Series-Inspired Life-Sized Games](https://www.trendhunter.com/trends/lifesize-squid-game.md) - [Fantastical Personal Care Games](https://www.trendhunter.com/trends/xelestia.md) - [Gaming Taquito Collaborations](https://www.trendhunter.com/trends/feeding-gamers.md) - [Gamer Body Wash Campaigns](https://www.trendhunter.com/trends/irish-spring-nicesmelling-gaming-shower.md)