It seems that Old Spice is really aiming for the young demographic these days. In addition to that funny commercial starring Bruce Campbell of Evil Dead movie and game fam, the men's deoderant maker is now targeting gamers. Beginning February 12, U.S. gamers 13 and older can sign up on Xbox.com and be rewarded prizes for playing games. Anyone who signs up and accumulates at least 1,500 experience points by March 13 will get a prize (a special Xbox Live dashboard, gamer picture and a free Contra game via Xbox Arcade). Those gamers who earn 5,000 to 9,999 experience points will be rewarded with the above prizes, plus 100 Microsoft points and a t-shirt. Gamerscores of 10,000 or more will get the above prizes as well as a free copy of Fuzion Frenzy 2 for Xbox 360. In all, $500,000 worth of prizes will be given out, courtesy of Old Spice.

I expect this to be the first of many such sponsored competitions. Old Spice is the perfect example of a brand that's not known as being hip to the gaming generation. I remember those commercials from when I was a kid that were clearly aimed at my Dad. Now the company is not only targeting gamers, but winning them over with free stuff. Play more Xbox 360 games and get better prizes. There's no better way for a corporation to win over people than to give them stuff. I personally think this interactive approach is much better (and more targeted) then any of those lame Super Bowl commercials. (Has there ever been a worse collection of over-prized spots?)

Microsoft also said that moving forward, they'll take certain sponsored contests global. Xbox Live is a community that reached all over the world. For big brands that exist in multiple territories, this game format allows them to literally connect to everyone in a postive manner. In-game advertising is one thing, but rewarding players for playing opens up a whole new world of opportunities for marketers...and it's the gamers that will reap these rewards.