- Old Spice is trying a marketing experiment in an effort to reach users of Twitch—a live-streaming video game site popular with young males.
- The "Nature Adventure" will place a real man into nature who is, as Old Spice explains, "contractually obligated to do everything you, and millions of other Internet users, tell him to do."
- The "wilderness" has been set up by the marketing team for the experiment running April 16 through the April 18.
Old Spice's stunt is just one extreme example of brands trying to figure out how to utilize live-streaming capabilities. The predominantly young male audience of Twitch is tech savvy and already familiar with live-streaming—making them the perfect guinea pigs for this style of experiment. Old Spice is approaching the idea with its well-known sense of humor.