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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 PRO 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 15-Min Nitro Starter or "Drive like an Old Spice Man" for the 15-Min Extra Tank 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 Starter 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 Kit 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 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 15-Min Nitro Starter
Old Spice it up - Tuning Kit 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 15-Min Tuning Kit
Drive like an Old Spice Man 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 15-Min Extra Tank
Manly Double Old Spice Credits 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 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

Edit
Status Expired Expired
Duration 6 days
Entry Fuel 1
Type Best time
Track
Market Square
Market Square     
Mode
Classic     
Traffic No
Vehicles W Motors Lykan HyperSport
(owners only)
Race rewards
Finish 1st Common Suspension Common Suspension
Finish 3rd 5-Min Tuning Kit 5-Min Tuning Kit
Finish race Credits 3,000
Leaderboard rewards
Top 100 Tokens 200
Top 500 Credits 25,000
Top 3,000 Uncommon Exhaust Uncommon Exhaust
Top 5,000 Common Tires 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 15-Min Nitro Starter has been renamed to Old Spice Pow-Pow-Power Old Spice Pow-Pow-Power and is available for free every 12 hours.

Aug 21, 2020: Old Spice Cup

Edit
Status Expired Expired
Duration 6 days
Entry Fuel 1
Type Best time
Track
Satellite Rush
Satellite Rush     
Mode
Classic     
Traffic No
Vehicles W Motors Lykan HyperSport
(owners only)
Race rewards
Finish 1st Common Suspension Common Suspension
Finish 3rd 5-Min Tuning Kit 5-Min Tuning Kit
Finish race Credits 3,000
Leaderboard rewards
Top 100 Tokens 200
Top 500 Credits 25,000
Top 3,000 Uncommon Exhaust Uncommon Exhaust
Top 5,000 Common Tires 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 15-Min Tuning Kit has been renamed to Old Spice it up - Tuning Kit Old Spice it up - Tuning Kit and is available for free every 12 hours.

Aug 27, 2020: Old Spice Cup

Edit
Status Expired Expired
Duration 6 days
Entry Fuel 1
Type Best time
Track
Mode
Classic     
Traffic No
Vehicles W Motors Lykan HyperSport
(owners only)
Race rewards
Finish 1st Common Suspension Common Suspension
Finish 3rd 5-Min Tuning Kit 5-Min Tuning Kit
Finish race Credits 3,000
Leaderboard rewards
Top 100 Tokens 200
Top 500 Credits 25,000
Top 3,000 Uncommon Exhaust Uncommon Exhaust
Top 5,000 Common Tires 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 15-Min Extra Tank has been renamed to Drive like an Old Spice Man Drive like an Old Spice Man and is available for free every 12 hours.

Sep 2, 2020: Old Spice Cup

Edit
Status Expired Expired
Duration 6 days
Entry Fuel 1
Type Best time
Track
London
London     
Mode
Classic     
Traffic No
Vehicles W Motors Lykan HyperSport
(owners only)
Race rewards
Finish 1st Common Suspension Common Suspension
Finish 3rd 5-Min Tuning Kit 5-Min Tuning Kit
Finish race Credits 3,000
Leaderboard rewards
Top 100 Tokens 200
Top 500 Credits 25,000
Top 3,000 Uncommon Exhaust Uncommon Exhaust
Top 5,000 Common Tires 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 15-Min Double Credits booster has been renamed to Manly Double Old Spice Credits Manly Double Old Spice Credits and is available for free every 12 hours.

Sep 25, 2020: Old Spice Cup

Edit
Status Expired Expired
Duration 7 days
Entry Fuel 0
Type Best time
Track
Metal Garden
Metal Garden     
Mode
Classic     
Traffic Yes
Vehicles McLaren Senna
(PRO free try)
Race rewards
Finish race Fusion Coins 8,000
Leaderboard rewards
Top 1 % Fusion Coins 150,000
Top 2 % 2x Wild Card - Superb Wild Card - Superb
Top 3 % 2x 30-Min Tuning Kit 30-Min Tuning Kit
Top 4 % Wild Card - Superb Wild Card - Superb
Top 5 % 1-Hour Extra Tank 1-Hour Extra Tank
Top 7 % Wild Card - Superb Wild Card - Superb
Top 10 % 30-Min Nitro Starter 30-Min Nitro Starter
Top 20 % Fusion Coins 75,000
Top 30 % 1-Hour Extra Tank 1-Hour Extra Tank
Top 40 % 1-Hour Double Credits 1-Hour Double Credits
Top 50 % 5x Common Drivetrain Common Drivetrain
Top 55 % 5x Common Exhaust Common Exhaust
Top 60 % 5x Common Suspension Common Suspension
Top 75 % 5x Common Tires Common Tires
Top 80 % Fusion Coins 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 15-Min Nitro Starter has been renamed to Old Spice Pow-Pow-Power Old Spice Pow-Pow-Power and is available for free every 12 hours.

Oct 2, 2020: Old Spice Cup

Edit
Status Expired Expired
Duration 7 days
Entry Fuel 1
Type Best time
Track
Neon Pursuit
Neon Pursuit     
Mode
Classic     
Traffic Yes
Vehicles McLaren Senna
(PRO free try)
Race rewards
Finish race Fusion Coins 8,000
Leaderboard rewards
Top 1 % Fusion Coins 150,000
Top 2 % 2x Wild Card - Superb Wild Card - Superb
Top 3 % 2x 30-Min Tuning Kit 30-Min Tuning Kit
Top 4 % Wild Card - Superb Wild Card - Superb
Top 5 % 1-Hour Extra Tank 1-Hour Extra Tank
Top 7 % Wild Card - Superb Wild Card - Superb
Top 10 % 30-Min Nitro Starter 30-Min Nitro Starter
Top 20 % Fusion Coins 75,000
Top 30 % 1-Hour Extra Tank 1-Hour Extra Tank
Top 40 % 1-Hour Double Credits 1-Hour Double Credits
Top 50 % 5x Common Drivetrain Common Drivetrain
Top 55 % 5x Common Exhaust Common Exhaust
Top 60 % 5x Common Suspension Common Suspension
Top 75 % 5x Common Tires Common Tires
Top 80 % Fusion Coins 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 15-Min Tuning Kit has been renamed to Old Spice it up - Tuning Kit Old Spice it up - Tuning Kit and is available for free every 12 hours.

Oct 9, 2020: Old Spice Cup

Edit
Status Expired Expired
Duration 7 days
Entry Fuel 1
Type Best time
Track
Cloudtop Avenue
Cloudtop Avenue     
Mode
Classic     
Traffic No
Vehicles McLaren Senna
(PRO free try)
Race rewards
Finish race Fusion Coins 8,000
Leaderboard rewards
Top 1 % Fusion Coins 150,000
Top 2 % 2x Wild Card - Superb Wild Card - Superb
Top 3 % 2x 30-Min Tuning Kit 30-Min Tuning Kit
Top 4 % Wild Card - Superb Wild Card - Superb
Top 5 % 1-Hour Extra Tank 1-Hour Extra Tank
Top 7 % Wild Card - Superb Wild Card - Superb
Top 10 % 30-Min Nitro Starter 30-Min Nitro Starter
Top 20 % Fusion Coins 75,000
Top 30 % 1-Hour Extra Tank 1-Hour Extra Tank
Top 40 % 1-Hour Double Credits 1-Hour Double Credits
Top 50 % 5x Common Drivetrain Common Drivetrain
Top 55 % 5x Common Exhaust Common Exhaust
Top 60 % 5x Common Suspension Common Suspension
Top 75 % 5x Common Tires Common Tires
Top 80 % Fusion Coins 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 15-Min Extra Tank has been renamed to Drive like an Old Spice Man 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

References

  1. Gameloft Deutschland (2020-08-15). Wir lieben den Geruch von Asphalt, klebrigen Reifen u. Motoröl. (German). Twitter. Retrieved on 2020-08-22.
  2. Gameloft Deutschland (2020-08-19). Einmal vollmachen (German). Twitter. Retrieved on 2020-08-22.
  3. Asphalt (2020-08-21). We love the smell of asphalt, tires & engine oil.. Twitter. Retrieved on 2020-08-22.
  4. Old Spice x Asphalt 8: Airborne - Sommer-Event mit exklusiven Boni angekündigt (German). GameStar (2020-08-19). Retrieved on 2020-08-22.
  5. 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.
  6. Frandsen, Spencer (2014-02-06). Why Old Spice Continues to Dominate Viral Marketing. Business 2 Community. Retrieved on 2020-08-22.
  7. null­acht­fünf­zehn (German). Duden. Retrieved on 2020-08-22.
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