As one’s online presence is a huge indicator of their ability to be a man with swagger, Wieden+Kennedy created the Search My Swagger application that lived inside banners and allowed users to “swaggerize” their Google search results. W+K wanted to further help men gain this cool, inoffensive, attention-grabbing confidence by allowing them to “Swaggerize” themselves in all aspects of their online lives.
With the launch of the new Swagger scent, Old Spice had the opportunity to generate newfound desire and relevance for its scents and to bring new users into the fold. The word “Swagger” was chosen to describe an outward expression of self-confidence, an attribute every guy wants to posses and protect.
As one’s online presence is a huge indicator of their ability to be a man with swagger, Wieden+Kennedy created the Search My Swagger application that lived inside banners and allowed users to “swaggerize” their Google search results. W+K wanted to further help men gain this cool, inoffensive, attention-grabbing confidence by allowing them to “Swaggerize” themselves in all aspects of their online lives.
To help in that effort (and to further promote and extend the agency’s campaign), we designed another application help men gain confidence by enabling them to “Swaggerize” the musical dimension of their digital lives. The Swaggerizer Playlist was a distributed playlist builder–an application canvas that expanded from rich media ad units that enabled guys to begin building a playlist by selecting a swaggerlicious theme and them choosing from a rich and licensed library of music across several relevant categories. Once completed, guys could share their playlists with friends on Facebook and Twitter as well as discover playlists created by other users.
