To properly launch the wildest deodorant of all time, Old Spice hired a Chief Marketing Director with wild expertise: a WOLFDOG. This was a 5-day immersive social marketing campaign that leveraged every channel imaginable. We launched with a takeover of all of Old Spice’s social channels then each day rolled out more and more from Director Wolfdog. Content included a series of How-To Films, a website to help people train for interviews, an album and multiple streaming stunts via Google Hangouts, uStream and Xbox Live. The live events were made possible by a WebGL application that tracked the dog’s movements and turned his “speech collar” into an audio reactive piece of software -- allowing Wolfdog to interact with Old Spice's fans in real-time over 5 days before the corporate world got the best of him.
AGency: wieden+kennedy production company: minivegas ROLE: EXECUTIVE PRODUCER