The Smellmeter

How did we introduce the sense of smell into the gaming world? We created a brand new device that detects how much your character stinks, based on their movement and actions. And yes, it was a giant nose with a big gauge.

Old Spice

2023

Direct, Experimental Design, Gaming Integrations

(01)
BACKGROUND

Old Spice is famous for helping people smell good.

This is a problem in an environment where smell is not a factor: video games. To connect with a heavily gaming-oriented target audience, we needed to find a way around.

(02)
APPROACH & IDEA

We created The Smellmeter – the first device that shows you whether your character smells or not. Shaped like a giant nose with a simple gauge, it can be connected to any video game and use its movement data. To promote the device and therefore – the product lines, we collaborated with Bulgaria’s biggest Twitch streamer in an epic live of manly, stinky in-game activities.

(03)
EFFECT

The stream became Old Spice’s most engaged piece of content in the country ever, by a significant margin.

82%

of the engaged viewers were of the targeted GenZ audience.

240K

people watched

24K

generated chat messages.

1217%

increase in average social engagement for Old Spice

Recognition

Silver – 2023 Lisbon International Ad Festival, Branded Content
Shortlist – 2023 Cresta Awards, Branded Game
Shortlist – 2023 Ad Black Sea Festival, Brand Experience

Next project

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