Slim Jim: Bro-Files

Improve your male spice score.

Published on Jun 06, 2012

Editor's Pick

Beef jerky brand SlimJim has launched a Facebook app, Bro-Files, that promises to measure guys' 'male spice scores' and tell them how to improve them.

The app, developed by Venables Bell & Partners, extends the ConAgra-owned brand's interactive 'Man-Medicine' campaign, launched last year, which focused on guys in their 20s struggling with their first forays into adult responsibilities. It sees participants welcomed by a 'qualified doctor' in an introduction inviting them to have their social networking history analyzed. Users earn points for doing things like having exotic friends, checking into cool places and using the right 'brocabulary' words in their status updates. But they lose points for things like having too many married friends, liking their own likes, or self-tagging their photos.

The 'Male Spice Loss' results are then delivered via a video that pulls a user's recent Facebook activity into the story. Once given a score, they are invited to make prescribed changes to their Bro-File to earn a 'second opinion'. Results are tallied on a leaderboard, and that users can also challenge their friends on Facebook to see who has the higher Spice Score.

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Jun 06, 2012
Venables Bell & Partners San Francisco
Slim Jim
Executive Creative Director/Production:
Paul Venables
Executive Creative Director/Production:
Will McGinness
Associate Creative Director:
Crockett Jeffers
Art Director:
Ezra Paulekas
Will Gorman
Director, Integrated Production:
Craig Allen
Director, Interactive Production:
Manjula Nadkarni
Interactive Producer:
Mark Campbell
Agency Producer:
Joyce Chen
Agency Producer:
Adam Battista
Production Company:
Stopp LA
Director, Photography:
Shawn Maurer
Christopher Salzgeber
Editing Company:
Michael Moore
Sound Design:
Sound Designer:
Michael Moore
Visual Effects:
Visual Effects Producer:
Anna Fields
Digital Development:
Stopp LA
Executive Producer:
Jesper Palsson
Creative Director:
Zachary Richter
Technical Director:
Bo Gustavsson
David Robbins
Fredrik Montan Frizell
Kristina Nilsson

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