Just a little over two years ago, Old Spice was one of the first brands to go live on videogame live streaming platform Twitch, with its "Old Spice Nature Adventure," in which users were invited to control a "live human," in the woods, for three days.
The P&G brand returns to the platform this month, for what we know now as simply "S.Q.U.I.D,"' created out of Wieden & Kennedy Portland.
From the Old Spice Youtube description, the experience seems to have all the makings of a reality TV-show gone wrong in a possibly very good way -- and the Twitch angle hopefully will add a fun element: "What will happen when 8 people stop being strangers and start being part of a marketing ploy in which they become a functioning mega unit that controls a robotic Kraken on the internet? Honestly, we don't know. Which is exactly why we spent ten weeks building one in our medium security lab down in Brazil. Join us on May 19th-21st at https://www.twitch.tv/oldspice."
Old Spice, by the way, has a product particularly tailored to fighting "giant sea monsters," called Krakengard, part of its Wild Collection body washline.