Old Spice is set to host a live, two-day obstacle course game show controlled by viewers across several video platforms. Launching on Monday, September 17, at 5PM EST the game show will be hosted by Denver Broncos star Von Miller and will be presented live on YouTube, Twitch.tv and Facebook Live. TItled the Foam Zone, the obstacle course-themed competition show features 24 participants in the "Lost City of Football" where they will face six large obstacles, including "the Foam Waterfall of Doom."
The larger than life digital campaign coincides with the brand's launch of a new foaming body wash, Old Spice Foamer. In order to create the live-streamed game show campaign, the Old Spice brand partnered with Wieden+Kennedy Portland and MediaMonks.
Image Credit: Campaign Live, Youtube
What Makes This Trend Stand Out
- Interactive Video Game Shows
- Opportunity for brands to create engaging and immersive game shows that are controlled by viewers across multiple video platforms.
- Live-streamed Campaigns
- Brands can leverage live-streaming platforms like YouTube, Twitch.tv, and Facebook Live to create real-time interactive experiences for their audience.
- Obstacle Course-themed Competitions
- Opportunity for brands to host competitions with obstacle courses and unique challenges, providing exciting and entertaining content for viewers.
Sectors Adopting This
- Advertising & Marketing
- Advertising agencies and marketing firms can explore the potential of interactive video game shows as a new form of branded content.
- Digital Media
- Digital media companies can develop live-streaming campaigns that engage and captivate audiences on platforms like YouTube, Twitch.tv, and Facebook Live.
- Consumer Goods
- Brands in the consumer goods industry, like Old Spice, can incorporate live-streamed game shows as part of their marketing efforts to promote new product launches.
