Old Spice x Asphalt 8: Airborne is a marketing campaign in Asphalt 8: Airborne promoting the perfume brand Old Spice and the German disounter REWE.
It was active from August 15 to September 7, 2020, and targeted at players in Germany only. The campaign was accompanied by posts in Gameloft's social media channels[1][2][3] and by sponsored articles[4].
The campaign was repeated on September 25, 2020. This time, there were only three instead of four Time-Limited Events, but they offered a free try 
McLaren Senna instead of an owner's only W Motors Lykan HyperSport and had more rewards than the previous events.
Features:
- Sponsored exclusive Time-Limited Events
- Sponsored free boosters
- Pop-up promo images with a discount code for Old Spice deodorants bought at REWE.
Campaign[]
The "Old Spice x Asphalt 8: Airborne" campaign is in the tradition of the Old Spice marketing strategy initiated by the agency Wieden+Kennedy which became overwhelmingly successful after a commercial placed during the 2010 Super Bowl showdown.[5][6]
On promo images and event banners, American actor and former American football player Isaiah Mustafa is sitting shirtless on a horse, humorously citing the cliché of Old Spice being an old-fashioned perfume focusing on exaggerated stereotypes of manliness. Accordingly, boosters have been given funny stereotype names like "Old Spice Pow-Pow-Power" for the 
15-Min Nitro Starter or "Drive like an Old Spice Man" for the 
15-Min Extra Tank.
Technically, the campaign consists of four "Old Spice Cup" Time-Limited Events, each of which features one of the renamed boosters which is available for free every 12 hours. Once the booster is used up, it can be bought for the regular price until the next 12 hour period. Free boosters that were already in the player's inventory are not affected.
During the campaign, video ads for the 5-Min Nitro Starters were still working, contrary to the Falken Tyres campaign of 2019 where the promotional graphics blocked the players' ad buttons for 
Tuning Kits †.
Promo images[]
The following pop-up images appeared during the campaign, showing a discount code for Old Spice deodorants bought at REWE:
Boosters[]
The following boosters were active during the campaign:
|
Old Spice Pow-Pow-Power – Last checked: Aug 15, 2020 "Starte deine Rennen mit voller OLD SPICE Nitro Power!" Price: free Duration: 15 minutes Availability: Reoccurring offer (every 12 hours, timer reset: claiming the booster) (only for German players during the Old Spice x Asphalt 8: Airborne marketing campaign) Sponsored version of the 15-Min Nitro Starter
|
|
Old Spice it up - Tuning Kit – Last checked: Aug 21, 2020 "Upgrade deine Performance mit etwas OLD SPICE, Baby!" Price: free Duration: 15 minutes Availability: Reoccurring offer (every 12 hours, timer reset: claiming the booster) (only for German players during the Old Spice x Asphalt 8: Airborne marketing campaign) Sponsored version of the  15-Min Tuning Kit
|
|
Drive like an Old Spice Man – Last checked: Oct 9, 2020 "OLD SPICE schenkt dir einen extra Tank!" Price: free Duration: 15 minutes Availability: Reoccurring offer (every 12 hours, timer reset: claiming the booster) (only for German players during the Old Spice x Asphalt 8: Airborne marketing campaign) Sponsored version of the 15-Min Extra Tank
|
|
Manly Double Old Spice Credits – Last checked: Sep 2, 2020 "Verdopple mit OLD SPICE deinen Gewinn in jedem Rennen!" Price: free Duration: 15 minutes Availability: Reoccurring offer (every 12 hours, timer reset: claiming the booster) (only for German players during the Old Spice x Asphalt 8: Airborne marketing campaign) Sponsored version of the  15-Min Double Credits
|
During the corresponding Cups, the boosters were moved to the first place on the pre-race screens and underlaid with a brand-specific red background:
Time-Limited Events[]
The following events were part the campaign:
Aug 15, 2020: Old Spice Cup[]
 |
|
| Status |  Expired |
| Duration | 6 days |
| Entry |  1 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | No |
| Vehicles | W Motors Lykan HyperSport (owners only) |
| Race rewards | |
|---|---|
| Finish 1st |  Common Suspension |
| Finish 3rd | 5-Min Tuning Kit |
| Finish race |  3,000 |
| Leaderboard rewards | |
| Top 100 |  200 |
| Top 500 | 25,000 |
| Top 3,000 |  Uncommon Exhaust |
| Top 5,000 |  Common Tires |
Screenshot with country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and only available for German players (country set to Germany), regardless of the language settings.
During the Cup, the 15-Min Nitro Starter has been renamed to 
Old Spice Pow-Pow-Power and is available for free every 12 hours.
Aug 21, 2020: Old Spice Cup[]
|
|
| Status | Expired |
| Duration | 6 days |
| Entry | 1 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | No |
| Vehicles | W Motors Lykan HyperSport (owners only) |
| Race rewards | |
|---|---|
| Finish 1st | Common Suspension |
| Finish 3rd | 5-Min Tuning Kit |
| Finish race | 3,000 |
| Leaderboard rewards | |
| Top 100 | 200 |
| Top 500 | 25,000 |
| Top 3,000 | Uncommon Exhaust |
| Top 5,000 | Common Tires |
Screenshot with country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and only available for German players (country set to Germany), regardless of the language settings.
During the Cup, the 15-Min Tuning Kit has been renamed to 
Old Spice it up - Tuning Kit and is available for free every 12 hours.
Aug 27, 2020: Old Spice Cup[]
|
|
| Status | Expired |
| Duration | 6 days |
| Entry | 1 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | No |
| Vehicles | W Motors Lykan HyperSport (owners only) |
| Race rewards | |
|---|---|
| Finish 1st | Common Suspension |
| Finish 3rd | 5-Min Tuning Kit |
| Finish race | 3,000 |
| Leaderboard rewards | |
| Top 100 | 200 |
| Top 500 | 25,000 |
| Top 3,000 | Uncommon Exhaust |
| Top 5,000 | Common Tires |
Screenshot with country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and only available for German players (country set to Germany), regardless of the language settings.
During the Cup, the 15-Min Extra Tank has been renamed to 
Drive like an Old Spice Man and is available for free every 12 hours.
Sep 2, 2020: Old Spice Cup[]
|
|
| Status | Expired |
| Duration | 6 days |
| Entry | 1 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | No |
| Vehicles | W Motors Lykan HyperSport (owners only) |
| Race rewards | |
|---|---|
| Finish 1st | Common Suspension |
| Finish 3rd | 5-Min Tuning Kit |
| Finish race | 3,000 |
| Leaderboard rewards | |
| Top 100 | 200 |
| Top 500 | 25,000 |
| Top 3,000 | Uncommon Exhaust |
| Top 5,000 | Common Tires |
Screenshot with country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and only available for German players (country set to Germany), regardless of the language settings.
During the Cup, the 15-Min Double Credits booster has been renamed to 
Manly Double Old Spice Credits and is available for free every 12 hours.
Sep 25, 2020: Old Spice Cup[]
 |
|
| Status | Expired |
| Duration | 7 days |
| Entry | 0 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | Yes |
| Vehicles | McLaren Senna ( free try) |
| Race rewards | |
|---|---|
| Finish race |  8,000 |
| Leaderboard rewards | |
| Top 1 % | 150,000 |
| Top 2 % | 2x  Wild Card - Superb |
| Top 3 % | 2x 30-Min Tuning Kit |
| Top 4 % | Wild Card - Superb |
| Top 5 % |  1-Hour Extra Tank |
| Top 7 % | Wild Card - Superb |
| Top 10 % | 30-Min Nitro Starter |
| Top 20 % | 75,000 |
| Top 30 % | 1-Hour Extra Tank |
| Top 40 % |  1-Hour Double Credits |
| Top 50 % | 5x  Common Drivetrain |
| Top 55 % | 5x  Common Exhaust |
| Top 60 % | 5x Common Suspension |
| Top 75 % | 5x Common Tires |
| Top 80 % | 36,000 |
Screenshot without country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and mainly available for German players (country set to Germany), regardless of the language settings. "Mainly" because there are some non-German players in the leaderboard, and there is no country restriction flag on the event page, contrary to previous Old Spice Cups.
During the Cup, the 15-Min Nitro Starter has been renamed to Old Spice Pow-Pow-Power and is available for free every 12 hours.
Oct 2, 2020: Old Spice Cup[]
 |
|
| Status | Expired |
| Duration | 7 days |
| Entry | 1 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | Yes |
| Vehicles | McLaren Senna ( free try) |
| Race rewards | |
|---|---|
| Finish race | 8,000 |
| Leaderboard rewards | |
| Top 1 % | 150,000 |
| Top 2 % | 2x Wild Card - Superb |
| Top 3 % | 2x 30-Min Tuning Kit |
| Top 4 % | Wild Card - Superb |
| Top 5 % | 1-Hour Extra Tank |
| Top 7 % | Wild Card - Superb |
| Top 10 % | 30-Min Nitro Starter |
| Top 20 % | 75,000 |
| Top 30 % | 1-Hour Extra Tank |
| Top 40 % | 1-Hour Double Credits |
| Top 50 % | 5x Common Drivetrain |
| Top 55 % | 5x Common Exhaust |
| Top 60 % | 5x Common Suspension |
| Top 75 % | 5x Common Tires |
| Top 80 % | 36,000 |
Screenshot without country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and mainly available for German players (country set to Germany), regardless of the language settings. "Mainly" because there are some non-German players in the leaderboard, and there is no country restriction flag on the event page, contrary to previous Old Spice Cups.
During the Cup, the 15-Min Tuning Kit has been renamed to Old Spice it up - Tuning Kit and is available for free every 12 hours.
Oct 9, 2020: Old Spice Cup[]
|
|
| Status | Expired |
| Duration | 7 days |
| Entry | 1 |
| Type | Best time |
| Track | |
| Mode | |
| Traffic | No |
| Vehicles | McLaren Senna ( free try) |
| Race rewards | |
|---|---|
| Finish race | 8,000 |
| Leaderboard rewards | |
| Top 1 % | 150,000 |
| Top 2 % | 2x Wild Card - Superb |
| Top 3 % | 2x 30-Min Tuning Kit |
| Top 4 % | Wild Card - Superb |
| Top 5 % | 1-Hour Extra Tank |
| Top 7 % | Wild Card - Superb |
| Top 10 % | 30-Min Nitro Starter |
| Top 20 % | 75,000 |
| Top 30 % | 1-Hour Extra Tank |
| Top 40 % | 1-Hour Double Credits |
| Top 50 % | 5x Common Drivetrain |
| Top 55 % | 5x Common Exhaust |
| Top 60 % | 5x Common Suspension |
| Top 75 % | 5x Common Tires |
| Top 80 % | 36,000 |
Screenshot without country restriction
The Cup is part of the Old Spice x Asphalt 8: Airborne marketing campaign and mainly available for German players (country set to Germany), regardless of the language settings. "Mainly" because there are some non-German players in the leaderboard, and there is no country restriction flag on the event page, contrary to previous Old Spice Cups.
During the Cup, the 15-Min Extra Tank has been renamed to Drive like an Old Spice Man and is available for free every 12 hours.
Trivia[]
- The launch date of the campaign (2020-08-15) contains a probably unintentional and counterproductive reference to the German saying "08/15" which is used to denote something average or inferior in a pejorative way.[7] The meaning goes back to the World War I machine gun MG 08/15 whose number became the title of the 1954 best-selling anti-war trilogy 08/15 by Hans Hellmut Kirst.
- The in-game appearance of a shirtless male body, albeit in a third-party ad, is not only a first in Asphalt 8, but also marks a successful turnaround from a long history of anti-women sexist imagery and gameplay elements in former titles of the Asphalt series.
External links[]
- Old Spice (German site)
- REWE
- Wieden+Kennedy
References[]
- ↑ Gameloft Deutschland (2020-08-15). Wir lieben den Geruch von Asphalt, klebrigen Reifen u. Motoröl. (German). Twitter. Retrieved on 2020-08-22.
- ↑ Gameloft Deutschland (2020-08-19). Einmal vollmachen (German). Twitter. Retrieved on 2020-08-22.
- ↑ Asphalt (2020-08-21). We love the smell of asphalt, tires & engine oil.. Twitter. Retrieved on 2020-08-22.
- ↑ Old Spice x Asphalt 8: Airborne - Sommer-Event mit exklusiven Boni angekündigt (German). GameStar (2020-08-19). Retrieved on 2020-08-22.
- ↑ Smith, Dave (2011-08-18). 5 Marketing Lessons From Old Spice: Funny. Memorable. Manly. The minds behind the Old Spice Guy campaign reveal their keys for marketing success.. Inc.. Retrieved on 2020-08-22.
- ↑ Frandsen, Spencer (2014-02-06). Why Old Spice Continues to Dominate Viral Marketing. Business 2 Community. Retrieved on 2020-08-22.
- ↑ nullachtfünfzehn (German). Duden. Retrieved on 2020-08-22.