Old Spice is reaching out to the gaming audience in a fun and interesting way. Adweek is reporting on the Old Spice Experience Challenge, a collaboration with 360Voice that engages the gaming audience. Old Spice could have created an in-game advertising bit or some other uninspired mini game but instead created an environment where gamers develop an online challenge and reach out to friends to participate. In this respect the users have a chance to create a somewhat unique challenge as well as having the opportunity to improve their prize if more individuals engage in their challenge. It’s almost a gaming meets viral marketing approach.

Gaming is an emerging way for brands to engage their target audience. As the gaming community grows in number of participants as well as serving as a valid communication medium, brands like Old Spice, can reach out in new and exciting ways. Another examples is Burger King’s success with the Xbox games it developed and sold last year. This points to the further erosion of traditional advertising and how there are opportunities in the new digital/interactive space.

Filed under: Marketing Trends, Technology