Old Spice Radio Promotion Creates Buzz When Old Spice planned a Milwaukee stop for its "Find the Old Spice Guy Challenge," it turned to Zeppos & Associates to assist with outreach and special event planning for the contest. The nationwide radio promotion and $1,000 giveaway celebrated the iconic brand's 70th Anniversary. A popular Milwaukee radio station announced daily clues to the identity of the Old Spice Guy for a week and challenged listeners to "sniff out" the Old Spice Guy during a promotional event the following weekend. The team at Zeppos & Associates worked with the client to gather materials for the promotion and coordinated the special event logistics with the radio station for the scheduled promotion, which took place during a Milwaukee Brewer baseball game tailgate. Leading up to the event, the Zeppos team submitted the special event to online calendar listings and also reached out to targeted media in the Milwaukee-area regarding the unique and interesting contest. The outreach garnered coverage on OnMilwaukee.com, the area's online resource for event, sports and entertainment news, where it was mentioned as a fun pre-Brewer game event. Also, the event was featured as an unusual and funny radio contest in a widely read column in the Milwaukee Journal Sentinel, which highlights radio and television news. The coverage led to a buzz surrounding the event and drove additional traffic to the location. During the event, several people spent their time before the big game sniffing fellow fans in search of the Old Spice Guy, and in the end, a winner correctly identified the secret Old Spice Guy in the crowd. The special event planning and media outreach efforts by the Zeppos team helped make the Old Spice Guy challenge a success and got people in the Milwaukee-area talking about the iconic brand and its 70th Anniversary.