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Brief Published: 18 May 2016

Old Spice Dream Runner: Gamified Location Marketing

US male grooming brand Old Spice has launched a mobile site called Dream Runner that offers fans a creative challenge: devise a jogging route that looks like something you want to win – like a sailing boat, or a barbecue grill.

Created by ad agency Wieden + Kennedy, OldSpiceDreamRunner.com tracks joggers on their neighbourhood run and records their route, thus allowing them to create line drawings as they traverse the streets. On completion, users can upload the recorded shape to the microsite. Old Spice's competition team then decide whether to send them a prize that looks like their drawing.

Given the erratic nature of location tracking and Old Spice's creative interpretation, prizes awarded thus far include "absolutely useless tiny beads", an "automatic spaghetti fork" and a "modern day trash can" (the artist likely intended an iPhone).

The campaign promotes the brand's Hardest Working range of care products and runs until May 28. Old Spice plans to keep the community engaged with daily shape challenges on its Facebook account.

While 83% of consumers find location-based services crucial to their mobile experience, 50% are also hesitant to share their location due to privacy concerns (Skyhook, 2015). There is considerable growth potential for engagement in that trust gap. To unlock this space, brands must communicate a clear value exchange for consumers' location data.

For more on connecting with consumers via their location, see our coverage of Advertising Week Europe 2016 and our report on Location-Based Mobile Marketing. For contextual data opportunities in retail, see Contextual Commerce and Roaming Retail: The Streamlined Sell.