Slim Jim: Spicy Side

Slim Jim's "Spicy Side" campaign gets its proper web iteration through a multi-agency effort that lets visitors create their own avatar and interact in various ways with others in a place the meat stick brand calls Spicy Town.
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Slim Jim's "Spicy Side" campaign gets its proper web iteration through a multi-agency effort that lets visitors create their own avatar and interact in various ways with others in a place the meat stick brand calls Spicy Town.

By first entering your name, DOB, email and then uploading and customizing a headshot, the site automatically creates a new  user handle, a bizarre avatar and user profile for you prior to your falling into and wandering around random areas of the town. By using the arrow keys, one can walk, jump and pick up Slim Jims to collect points, engage with other denizens of Spicy Town by messaging and inviting them as friends or more entertainingly, pick a fight with them and begin rumbling. An index tells you which keys to press to kick, block and punch as well as use a series of special moves by different keyboard codes. And whether you win or lose, you collect more points which are tallied up and added to a giant leaderboard.

Along with the TV spots and an online store, a gallery section includes other member profiles a la MySpace and is currently totaling more than 17,500 users also discovering their spicy side.

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About

Credits
Date
Jul 10, 2008
Client:
Slim Jim
Agency:
Venables Bell & Partners San Francisco
Creative Director:
Greg Bell
Interactive Creative Director:
David Kim
Director of Interactive:
Lissette Fernandez
Copywriter:
Paul Johnson
Art Director:
Keith Scott
Agency Producer:
Carlos Gonzales
Production Company:
Mekanism
Creative Director (Mekanism):
Andre Ricciardi
Art Director (Mekanism):
Scott Barry
Executive Producer:
Jason Harris
Producer:
Steve Muller
Game Design:
15 Letters inc
Creative Director (15 Letters):
Mark Rattin
Lead Design Engineer/Interaction Design:
Jin Young Kim
Project Manager:
Caroline Casey
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