A Poetic Chatbot Enchcants Reddit With New

Old Spice Scents Inspired By The Witcher

Brand Challenge

Old Spice teamed up with Netflix to launch a series of limited-edition scents inspired by the characters on the hit show, The Witcher. Old Spice wanted to engage the most devoted of Witcher fans—redditors—within their universe while also driving awareness around the limited edition scents.

Press

This execution was featured in Variety as part of a larger omnichannel campaign.

Creative Solution

The best way to tap into fandom is by adding value to enhance fans universe. Witcher fandom is robust on Reddit, with fans knowing every detail about the books, games, and show.

Old Spice got on Witcher fans’ level and developed u/SmellyBardBot: a custom, made-for-Reddit chatbot that responded in poetry to redditor prompts. The bot’s responses—over 100 originally written poems total- delighted users with ballads about their favorite Witcher character’s musk.

The chatbot was scaled across Reddit via a promoted post and garnered over 4,500 comments. More importantly, redditors engaged with the bot correctly; slinging insults, writing their own poems, and—ultimately—expressing their love of Old Spice.

Credits