Old Spice x Asphalt 8: Airborne

Old Spice x Asphalt 8 Airborne Nevada a8.jpg|Social media promo images
Old Spice x Asphalt 8 Airborne Dubai a8.jpg|Social media promo images
Old Spice x Asphalt 8 Airborne Rio de Janeiro a8.jpg|Social media promo images
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 and by sponsored articles.
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.
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 or "Drive like an Old Spice Man" for the .
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 were still working, contrary to the Falken Tyres campaign of 2019 where the promotional graphics blocked the players' ad buttons for .
=== Promo images ===
The following pop-up images appeared during the campaign, showing a discount code for Old Spice deodorants bought at REWE:
Old Spice Cup promo image German a8.jpg|First run: Promo image during the 2020-08-15 Old Spice Cup and 2020-08-27 Old Spice Cup
Old Spice Cup 2 promo image German a8.jpg|First run: Promo image during the 2020-08-21 Old Spice Cup and 2020-09-02 Old Spice Cup
Old Spice Cup promo image Terra 9 German a8.jpg|Second run: Promo image during all events
=== Boosters ===
The following boosters were active during the campaign:
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:
Old Spice Cup 2020-08-15 Nitro Starter a8.png|"Old Spice Pow-Pow-Power"
Old Spice Cup 2020-08-21 Tuning Kit a8.png|"Old Spice it up - Tuning Kit"
Old Spice Cup 2020-08-27 Extra Tank a8.png|"Drive like an Old Spice Man"
Old Spice Cup 2020-09-02 Double Credits a8.png|"Manly Double Old Spice Credits"
=== Time-Limited Events ===
The following events were part the campaign:
== 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. 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 ==
Category:Marketing campaigns in Asphalt 8: Airborne