Slim Jim: Bro-Files

Improve your male spice score.

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Beef jerky brand SlimJim has launched a Facebook app, Bro-Files, that promises to measure guys' 'male spice scores' and tell them how to improve them.

The app, developed by Venables Bell & Partners, extends the ConAgra-owned brand's interactive 'Man-Medicine' campaign, launched last year, which focused on guys in their 20s struggling with their first forays into adult responsibilities. It sees participants welcomed by a 'qualified doctor' in an introduction inviting them to have their social networking history analyzed. Users earn points for doing things like having exotic friends, checking into cool places and using the right 'brocabulary' words in their status updates. But they lose points for things like having too many married friends, liking their own likes, or self-tagging their photos.

The 'Male Spice Loss' results are then delivered via a video that pulls a user's recent Facebook activity into the story. Once given a score, they are invited to make prescribed changes to their Bro-File to earn a 'second opinion'. Results are tallied on a leaderboard, and that users can also challenge their friends on Facebook to see who has the higher Spice Score.

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About

Credits
Date
Jun 06, 2012
Agency:
Venables Bell + Partners
Client:
Slim Jim
ECD:
Paul Venables
ECD:
Will McGinness
ACD:
Crockett Jeffers
AD:
Ezra Paulekas
CW:
Will Gorman
Director of Integrated Production:
Craig Allen
Director of Interactive Production:
Manjula Nadkarni
Interactive Producer:
Mark Campbell
Agency Producer:
Joyce Chen
Agency Producer:
Adam Battista
Production Company:
Stopp LA
Director:
Petro
Director of Photography:
Shawn Maurer
Producer:
Christopher Salzgeber
Editing Company:
Lumberyard
Editor:
Michael Moore
Sound Design:
Lumberyard
Sound Designer:
Michael Moore
VFX:
Lumberyard
VFX Producer:
Anna Fields
Digital Development:
Stopp LA
EP:
Jesper Palsson
Creative Director:
Zachary Richter
Technical Director:
Bo Gustavsson
Developer:
David Robbins
Producer:
Fredrik Montan Frizell
Producer:
Kristina Nilsson

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