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Interactive Annual 15:
advertising

Old Spice Swagger

Launch Live Site

“Not only amusing, with its comical and clever approach to promoting the brand, this site has solid user interaction and a worthy payoff.” —Edward J. Heinz Jr.

“Taps into a deep-seated, human need to be more desirable to the opposite sex, using the latest social networking tools and a good dose of humor.” —Amber Bezahler


Overview: This application transforms the Old Spice Swagger campaign into an online experience while increasing awareness of the new scent. Aimed at men aged 12 to 34, with a creative bull’s-eye of 18- to 24-year-olds, Swaggerizeme.com allows users to enhance their “swagger” by creating fake, flattering articles, blogs and Web sites about themselves that come up when anyone does a Web search on their name. The central interactive feature is a set of sliders that allows users to choose qualities (Goodlookingness, Strongliness, Geniusmanship) that are then filtered through a Mad Lib-style copy generator to create unique articles to post to a network of twelve fake blogs.

  • • With over 500,000 visitors since launch, the campaign helped increase sales by over 20 percent.
  • • Thirteen video clips displayed at random intervals depending on a user's position within the site.

Comments by Jason Bagley

Where did this idea come from? “We felt that the Internet didn’t have enough fabricated misinformation on it, and we wanted to do something about it. Too many potential employers, fiancés and FBI agents were searching people’s names online and discovering actual ‘factual’ facts. Not cool. Our solution: Swaggerizeme.com.”

What was the most challenging aspect of the project? “The primary challenge was how to create a network of content large enough to impact Google search rankings, yet diverse enough to avoid being filtered out as spam by the search engine robot. This was overcome through a calculated system of content creation that ensured proper keyword density and meta-tag descriptions throughout the network.

“In order to fool the search engines, no two fake articles that swaggerizeme.com generates could be exactly the same. To accomplish this we had to make the articles Mad Lib-style; each article was made-up of dozens of sentences and half sentences selected at random by the application. We didn’t see the application run for the first time until the day before the launch. The articles read like gibberish. Every account, media, planner and creative person in the department had to cancel all their meetings for the day to help rewrite all the fake articles in order to make the launch.”

Credits

Eric Baldwin/Jeff Baxter, art directors
Craig Allen, writer
Tyler Benson/Matthew McFerrin/Angie Ogburn/John Zhao, interactive writers
Jason Bagley, creative director
Mark Fitzloff/Susan Hoffman/Doug Jaeger, executive creative directors
Mei Chow/Jason Clement/Renny Gleeson, strategists
Chris Larson/Mark Shepherd, interactive designers
Zach Blank, technology director
Adrian Lafond, programmer
Sean O'Brien, design director
Jeremy Lind, interactive producer
Alex Sturtevant, production company producer
Marcelino J. Alvarez/Kris Hanson, executive producers
The Happy Corp./Wieden+Kennedy (Portland, OR), project design and development
Procter & Gamble, Old Spice, client