To mark the release of its newest scent collection, Krakengard, Old Spice launched a limited-time game called 'S.Q.U.I.D,' which is short for 'Shared Quests Uniting Individual Dudes.'
In the game, players are challenged to guide a mythical sea creature through the rites of adulthood, such as getting a job, passing a driving test, meeting a date's parents and other important milestones. True to the name of the game, the game has players take turns controlling one of the eight robotic limbs of the creature. While waiting, players are lined up in a "Holding Tank" area, which is styled on Twitch like a chat room, but also have the chance to cause changes to the game's environment by using custom Twitch emotes.
Collaborative Cephalopod Games
Old Spice Launched 'S.Q.U.I.D.' to Promote Its Krakengard Scent
Trend Themes
1. Collaborative Gaming - Opportunities for brands to create collaborative games that engage consumers and promote their products/services.
2. Gamification for Marketing - Gamification can engage consumers and create a fun experience that promotes target products and services.
3. Interactive Twitch Campaigns - Creating interactive campaigns on Twitch allows brands to interact with their audience and create a more immersive experience.
Industry Implications
1. Marketing and Advertising - Creating gamified advertising campaigns can attract consumers and create memorable campaigns.
2. Gaming Industry - Collaborative gaming can drive engagement and create fun experiences for gamers and non-gamers alike.
3. Social Media/twitch Platform - Twitch can be utilized for interactive campaigns that reach a large audience who are engaged and comfortable with the platform.