Old Spice - "The Smellmeter "

Gaming is a mandatory territory for any brand that wants to connect to its GenZ audience. But how does a brand famous for its fresh smell talk about it in an environment where there is no smell at all? We created The Smellmeter – the first device that shows you if your game character smells or not. And we launched it with Bulgaria‘s biggest Twitcher in a live stream of manly, stinky activities, where fans could help un-smell the character via the Twitch chat. This went on to become Old Spice Bulgaria‘s most engaged with piece of content. By far.