The Real Men’s Brotherhood consisted of a 3-storey virtual House (an application), and 3 social groups – the Boys, the Men, the Heroes. Users earned points in weekly challenges to make their way to the top. Along the way they discussed men’s topics like football championship and “what it means to be a real man”. Most active users won prizes from Old Spice, and the winner earned an appearance in Maxim magazine.
We noticed that the neighborhood surrounding the House was dominated by “Momma’s Boys” - girly guys and other “non-real” Men, who painted cars pink, brought sweet dramas to the Cinemas and fashionable clothes to the Store.Members of the Brotherhood were challenged to defend their territories - Garage, Store and Cinema and make them manly again, in a series of multiuser games and activities
Building Loyalty: Video series “ I’m a real man” had more than 650 000 views on YouTubeMore than 130,000 users installed the “Old Spice Men’s Brotherhood” application 108,000 people joined “Old Spice Men’s Brotherhood” on Vkontakte The percentage of active participants in the group is currently over 15% Positive sales growth Manliness restored