OLD SPICE: MUSCLE MUSIC
Old Spice isn't afraid to refresh what they're doing. Luckily for the rest of us, creating new iterations of The Man Your Man Could Smell Like is not their style. Muscle Music is their latest way of telling the world Old Spice is a powerful product.
They've created an interactive symphony of testerone that's equal parts music video and interactive soundboard. The transition between the two parts is seamless, an important distinction in a world where people don't want to think or do—they just want to be entertained.
Building the experience as two parts solves for the Empty Box Problem. That's the idea that asking people to start something from scratch—aka giving them nothing by an empty box to fill—leads to fewer interactions. Too many people aren't sure where to begin, feel intimidated or simply could use a little motivation. It's the difference between being asked to "write a blog post" and being given a prompt like "what do you think of Paul Ryan's abs?"
Give people a starting point—in this case a video demonstration of Terry Crews showing Muscle Music in all its glory—and the Empty Box Problem has been solved. The Vimeo video shows people what Muscle Music can do and inspires people to play around with Terry's muscles on their own.
Enough barrier. Watch the music and play some muscles. My favorites: comma, period, left square bracket (the one next to p) and a.
Read more about it here
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