Dive Brief:

• Old Spice is trying a marketing experiment in an effort to reach users of Twitch—a live-streaming video game site popular with young males. 
• The "Nature Adventure" will place a real man into nature who is, as Old Spice explains, "contractually obligated to do everything you, and millions of other Internet users, tell him to do."
• The "wilderness" has been set up by the marketing team for the experiment running April 16 through the April 18. 

Dive Insight: 

Old Spice's stunt is just one extreme example of brands trying to figure out how to utilize live-streaming capabilities. The predominantly young male audience of Twitch is tech savvy and already familiar with live-streaming—making them the perfect guinea pigs for this style of experiment. Old Spice is approaching the idea with its well-known sense of humor.