To promote the “Paraso do Sovaco” map, the brand is counting on a squad composed of names like Nobru and Diogo Defante
Old Spice, in partnership with DRUID Creative Gaming and Pixel Hunters, launched a campaign to announce their new exclusive map in Fortnite.
The so-called Paraso do Sovaco has thematic islands, developed from the fragrances of the brand’s deodorants and has an aesthetic that speaks to Old Spice. The maps have different challenges, ranging from parkour activities and climbing to dancing and treasure hunting.
To promote the action, Old Spice is counting on a squad made up of names like Nobru and Diogo Defante, who through live streams will play on the maps with their audience and react to the cuts later.
For years Old Spice has been supporting and developing actions in the eSports universe, evolving together to get closer to consumers and create unique experiences. For this reason, we are very excited to take this step further, inviting our audience to actually participate in the game and accompany our influencers in the challenge against sweat and bad smell, in one of the most popular games in Brazil, says Marina Brasil, director of P&G Brazil deodorant brands.
“Old Spice’s action in the metaverse is the first brand experience created 100% in Fortnite’s new Unreal Editor. Having developed this with fully Brazilian labor is a source of great pride for all of us at Pixel Hunters”, says Henrique Mancini – Sharshock, founder of Pixel Hunters.
