2009. júl. 12.

Swaggerizeme.com - Old Spice Swagger case study

Communication arts & bannerblog

“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


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.

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