The Old Spice Campaign to Save the World Involves Dikembe Mutombo
Jonathon Brown — November 24, 2012 — Marketing
References: oldspicesavestheworld & creativecriminals
This latest Old Spice campaign aims to save the world by way of retired NBA player Dikembe Mutombo.
The story goes that the Mayan calendar predicts the world will end December 21, 2012. That gives Mutombo and Old Spice about a month to "save the world."
The Old Spice campaign plays out like this: a video explains the scenario and ends with a 1980s-inspired video game version of his likeness holding two flapping doves above a button that says "Play." Once clicked, users are brought to OldSpiceSavesTheWorld.com. From there, you lead Mutombo on a journey through different challenges in a low-graphic video game that looks like it came from an arcade three decades ago.
Each week, a new level in this Old Spice campaign is unlocked and you can help Mutombo reach his destination, which means he's saved the world.
The story goes that the Mayan calendar predicts the world will end December 21, 2012. That gives Mutombo and Old Spice about a month to "save the world."
The Old Spice campaign plays out like this: a video explains the scenario and ends with a 1980s-inspired video game version of his likeness holding two flapping doves above a button that says "Play." Once clicked, users are brought to OldSpiceSavesTheWorld.com. From there, you lead Mutombo on a journey through different challenges in a low-graphic video game that looks like it came from an arcade three decades ago.
Each week, a new level in this Old Spice campaign is unlocked and you can help Mutombo reach his destination, which means he's saved the world.
Trend Themes
1. Apocalyptic Advertising - Opportunity for brands to creatively use end-of-the-world scenarios to generate hype and market products.
2. Retro Video Game Design - A potential way to attract nostalgia-loving consumers in interactive marketing campaigns.
3. Celebrity Collaborations - Partnerships with celebrities could boost a company's brand recognition and social media engagement.
Industry Implications
1. Personal Care - Companies in this industry can create innovative ads that use apocalyptic themes to sell products.
2. Gaming - Video game companies could leverage retro design elements to appeal to both younger and older consumers in advertisement campaigns.
3. Sports and Entertainment - Brands can team up with retired athletes like Mutombo to create buzz and reach new target audiences.
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