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The challenge for Old Spice was to generate awareness of Fresh Collection, a line of subtle deodorant scents, among men age 12 to 34. Old Spice created an integrated campaign to support the Fresh Collection. In conjunction with the campaign, Old Spice felt Xbox LIVE was a great environment to reach and deeply engage with their target audience. Old Spice worked with Xbox LIVE to host a contest and crowd-source video game development through the XNA developer community. Independent game developers were asked to produce an awesome video game that sends consumers on an underarm adventure to places "Where Freshness Smells From." The Old Spice Fresh Collection integrated campaign was a success. The Old Spice Xbox LIVE sponsorship yielded dramatic engagement from the gaming community.
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