This article was first published in the June edition of Media Pulse – Omnicom Media Group’s monthly highlights on relevant media insights, intelligence and trends.
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How do you get 100 million video gamers to think about deodorant (insert “gamer” jokes herehere and here)? Start by infiltrating their turf.

The fresh-smellin’ folks at Old Spice did just that; becoming the first non-game content on Twitch.tv. The website, home to the largest video community for gamers, hosted three-day-long live-streaming event that mixed odd scenarios, user interaction and brand marketing. It’s basically a real-life version of Twitch Plays Pokemon, where the site’s users control gameplay. The result was something that barely smelled like a commercial for the new Old Spice Fresher Collection and engaged the site’s massive 13-to-34 year old (largely male) demo in a previously unexplored way.

The content is typical of Old Spice’s history of marketing goofiness (“Hello, ladies”).