Old Spice has been on a roll with its oddball promotions, between the strange (yet enjoyable) commercials featuring Terry Crews and Isaiah Mustafa (aka “The Old Spice Guy”); product giveaways at recent events like PAX East; and its team-up with Twitch that put the adventures of a “Nature Man” into the control of fans, which resulted in a major boon with viewership.
Now, it’s back with another promotion that smells of sweet success. The company has just announced its new Dream Runner campaign that ties in with a mobile website. Here, users can upload their neighborhood run routes, and if the shapes resemble real-world items, they could come away with a variety of wacky prizes.
The steps are fairly easy to follow, and no matter how weird the run routes look, consumers have an equal opportunity to win prizes that range from a high-quality lycra luchador mask, to a guitar, to a life-sized pelvic skeleton. The full run-down of prizes can be found here, and as weird as they might be, they fit right in with Old Spice’s offbeat way of thinking.
The promotion already has a large number of submissions, and it’s just getting started. For good measure, Old Spice also provided a video that explains how the promotion works, and with a durable runner all clad in red for good measure.
It’s yet another great promotion for a company that has been going all-out with weird (yet entertaining) marketing. If you need a reminder of just how strange it gets, here’s Old Spice’s humorous take on an infomercial. It may not be as pretty a sight as the “The Old Spice Guy”, but it definitely has its moments, like with the Volcano Fireman.
