Our priority was to make the game easily accessible by reaching guys in the places where they were most receptive to play the game – and keep them playing. While it was hosted on a webpage, we knew our best chance to drive engagement was as distributed content. We packaged the experience so users could play wherever they were across the web. Outreach to Old Spice fans and relevant online communities seeded the experience and ignited buzz. And to drive scale, we partnered with sports, gaming and entertainment sites and created custom distribution plans, e.g.

• Playable i-Media placements

• Game embeds hosted as content

• Custom articles highlighting the game

• Press/retweets from paid media

• Retargeting players from earlier levels to drive repeat plays

• Search keywords for the game, Dikembe and the cultural references

• Paid social amplified engagement with fans and beyond

We took a beloved character and developed an entirely new way to interact and engage with him. The “never been done before” element gave the experience social value and “Muscle Music” quickly Became Adweek’s Number One Viral Video on the Internet. In just one week we saw:

• 7.3MM video plays – 3MM attributed to its unique embeddable player

• 14K unique videos created

• 101 seconds average time spent

• 210 MM earned impressions

• 84% of category conversation

• 99% positive sentiment

And most important, “Muscle Music” drove solid YOY increases for the Old Spice base business.