A Recipe For Awesome

I’m a fan of Old Spice products. I love the smell; the entire brand represents masculinity and I for some reason remember that my Papaw used Old Spice deodorant. Perhaps it’s a bit nostalgic for me, but regardless, I am a sucker for anything with a scent that I can’t get enough of.

The commercials are random and fun and break through the advertising clutter. Old Spice advertising has done pretty well, but it’s about to get even more awesome.

Wieden + Kennedy is the advertising firm behind the Old Spice brand. They also represent Coca-Cola, Converse, Facebook, Nike and other big name brands. On Monday, Widen + Kennedy launched a search for a social strategist for the Old Spice account. What’s the big deal? They didn’t ask for just your resume and samples of your best work. Instead, Widen + Kennedy asked those interested in the job to participate in a series of challenges.

Monday, Oct. 29, participants have five days to complete the following:

  •  Challenge 1 – Create the best original Pinterest board dedicated to the sport of inline speed skating (NOT roller-hockey).
  • Challenge 2 – Create and post an original piece of content to Reddit that then receives the most upvotes in a single week.
  • Challenge 3 – Create and upload to SlideShare an original, in-depth competitive analysis of the Ed Hardy social media ecosystem.
  • Challenge 4 – Get the most people to friend your mother or your father (or a parent-like figure in your life) on Facebook in a single week.
  • Challenge 5 – Create an original (new) Twitter account and then use it to get the most followers in a week using any verbs you like, but only the following nouns: “BLUEFUDGE,” “HAMMERPANTS” and “GREEK YOGURT.”
  • Challenge 6 – Create an original YouTube video that then receives the most plays in a single week using this script verbatim:
    #1: “Wait. What are you doing?”
    #2: “Trust me. This will be fine.”
    #1: “Ok. Go ahead.”
  • Challenge 7 – Get recommendations on LinkedIn from at least three other people trying to get this job.
  • Challenge 8 – Create the most reviewed recipe on allrecipes.com in a single week using cottage cheese as an ingredient. The reviews don’t have to be good.
  • Challenge 9 – Upload the most pictures of your armpit(s) to Instagram during the course of this challenge. The pictures must have your face in them to verify your identity and include the hashtag #mypits.
  • Challenge 10 – Using Quora, give thought-out, meaningful answers to as many dream catcher-related questions as possible in a single week.

You can read the rules here.

Congratulations in advance to the winner! If you successfully complete all ten challenges, you are more than deserving of this job.

Not only will Widen + Kennedy have a more than qualified new member of its team, Old Spice will be pleased, too. I mean, if you were Old Spice, what would you think of an advertising firm launching such a thing, all for you? That is how to demonstrate you care about your clients and how to build long-lasting, mutually beneficial relationships.



  1. Michaela

    This contest is pretty awesome. I think the picture of armpits challenge is a little weird, but cool nonetheless! I think this is an interesting, but effective way to find a social strategist. Good post!

    • Nikki

      This is a really creative way to use social networking to spread the word about the Old Spice brand. They are using different forms of social media to hit different audiences. They incorporate Pinterest, which is predominantly women, Facebook, which has a billion users worldwide, Twitter, LinkedIn, and many more. Through the use of these different medias I think their efforts will be effective in expanding the brand since it will be seen by so many people. Since most of the goals associated with each of the challenges include things like getting the most upvotes, followers, views, reviews, etc. you can tell that their goal with this is to get maximum social media exposure. This also seems pretty consistent with their brand image since the challenges are comedic just like their advertisements have been for years now.

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