Old Spice issues "Challenge" to gamers

12/11/2007 | Adweek

Procter & Gamble unit Old Spice is partnering with Xbox Live community site 360Voice.com, to create its own online destination. The OldSpiceExperienceChallenge.com, developed by Play, a unit of Publicis Groupe's Denuo, allows gamers to generate their own challenges to friends and compete for prizes.

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