Twitch plays Old Spice: The deodorant brand is using live video in weird way to sell you stuff

It’s time that we, as a people, rise up and take control of Nature Man. And thankfully, Old Spice is the brand that is brave enough to make that happen.

Old Spice is teaming up with Twitch for a new kind of promotional event. Starting Thursday and running through next Saturday, the body odor-eliminating company’s Twitch channel will host The Old Spice Nature Adventure. This is a special marketing event that will let the people in Twitch’s chat control a person known simply as Nature Man. A livestreaming webcam will stay focused on this new hero as he gets involved in odd situations. These include run-ins with talking trees, arm-wrestling competitions with a human in a bear suit, and more. This is a new way for marketers to engage the video site’s gigantic audience.