Old Spice x Tomorrowland: Integrated Brand Activation in Georgia

Procter & Gamble launched the Old Spice x Tomorrowland campaign with the goal of positioning Old Spice as a brand closely associated with music festivals. To achieve this, they partnered with Tomorrowland, the world’s most renowned music festival, to instantly elevate brand awareness among festival enthusiasts. 

Starcom Georgia led the nationwide social and marketing campaign, targeting both existing and potential customers through engaging, music-themed, gamified experiences. The campaign offered participants the chance to win a fully funded trip to Tomorrowland. 

Campaign Specifics 

The activation was designed around a custom mini-game created exclusively for Old Spice, where users could collect points through various music-related interactions. Winners of this game qualified for the grand prize, an all-expenses-paid trip to Tomorrowland. 

Meta platforms were prioritized for digital communication due to their highest audience penetration in Georgia. Starcom Georgia also managed the coordination and execution of the game’s development process, which needed to be completed under a tight 20-day deadline. Since no local companies could deliver within this timeframe, the team sourced a developer abroad that successfully met all P&G’s creative and technical requirements at minimal cost. 

Prizes & Incentives 

Participants competed to achieve top scores in the Old Spice game. 

• The top 4 players won a fully funded trip to Tomorrowland. 

• Tens of thousands of users registered and took part in the contest. 

BTL Activities 

To strengthen offline engagement and extend brand presence beyond digital platforms, Starcom Georgia implemented several BTL activations across Georgia: 

• Mall Activations: Specially designed Old Spice stands were installed in major shopping centers in Tbilisi, Batumi, and Kutaisi. 

• Instant Rewards: Shoppers purchasing any Old Spice product received branded gifts such as custom headphones, sunglasses, and other festival-themed merchandise. 

Results & Relevance 

By the end of the campaign, engagement levels surpassed expectations, with thousands interacting digitally and in person. The regional marketing head of P&G expressed high satisfaction with the campaign’s execution and results, highlighting it as an example of Starcom Georgia’s ability to deliver large-scale projects efficiently within limited budgets.