US male grooming brand Old Spice is running an event on live streaming platform Twitch.
Until Saturday April 18, 8.00pm Pacific Standard Time, Old Spice's Twitch channel will follow a hiker on a Nature Adventure through the American woods. Meanwhile, the audience will not only watch, but also steer his every step.
Engaging Twitch's demographic, Old Spice will make it the intrepid woodsman's duty to follow any instruction viewers give him through the chat window that accompanies video streams on Twitch.
In effect, this applies the game mechanics of Twitch Plays Pokemon – a popular Twitch channel where viewers jointly play the Pokemon games series by crowdsourcing game commands in the chat window in a real-life setting, with a real, live human as game avatar.
Maintaining the brand's surreal positioning, the Nature Adventure won't be reduced to "climb that tree" and "pet that bear" alone. The announcement video teases that "thousands of dollars' worth of machines and animal costumes" and other delights have been liberally inserted into the landscape to sustain variety and audience engagement.
Twitch saw over 100 million unique monthly users in 2014, when it was bought by Amazon for $970 million.