Old Spice, the manliest grooming brand on the planet, invites fans to discover the universe inhabiting Old Spice Guy Terry Crews’ muscle-bound physique in Old Spice Muscle Surprise, a new interactive game debuting today at musclesurprise.com. Known for its never-been-done-before digital experiences, Muscle Surprise launches in support of the brand’s lineup of manly scented Body Washes and Re-fresh Body Sprays.
“We could tell you that Old Spice Re-Fresh Body Spray and Body Wash are a guy’s most powerful allies against odor and dirt,” said John Sebastian, Old Spice Brand Director at Procter & Gamble. “At Old Spice, we’d prefer for you to find out how powerful these products are while discovering the 500-pound tiger in Old Spice Guy Terry Crews’ left pectoral muscle.”
Old Spice Muscle Surprise allows users to explore different parts of Terry’s chiseled body to reveal a parade of Terry characters ranging from Doctor Terry and Mama Terry to Villain Terry and Body Building Terry. Each hilarious personality offers a series of storylines playing out like a movie in Terry’s biceps, abs and pectorals, while a stream of lasers, robots and gameplay ‘Easter eggs’ keep gamers engaged and coming back for more.
Accessible via both web browser and mobile app, Old Spice Muscle Surprise follows in the tradition of a long line of innovative digital activations created by the brand, including Old Spice Muscle Music with Terry Crews, Dikembe Mutombo’s 4 1/2 Weeks to Save the World and Old Spice Nature Adventure.
