Old Spice is known for pushing the boundaries of the Web and interacting directly and humorously with its fans. So when we needed a new digital strategist for the Old Spice brand, what better place to begin the search than on the Internet? We posted a tongue-in-cheek job listing on October 29, 2012, issuing challenges that asked potential candidates to find innovative ways to use several key social platforms and write a case study on their efforts. They—and the media—responded and took up the challenge with gusto. We hired our new strategist on January 15, 2013.