Awhile back Old Spice sponsored a brand-relevant contest: people sent in essays about the art of manliness and readers voted on the winner who received a cash prize. However, the man the viewers picked was controversial to say the least. Most of the press has been about his wife is the founder of a group named "Ladies Against Feminism," which discourages women from voting.
Now I don't think this particular brand of masculinity is consistent with Old Spice's image but they sponsored the contest before the winner was chosen. And there's something to be said for giving readers total freedom. It's interesting that a contest about the art of manliness became so closely connected with a group about feminism, and one that is most certain to stir strong feelings.
One solution would be for Old Spice to have reviewed the essays and chosen finalists and then allowed people to vote. I'm not certain if this happened or not, but I question the wisdom that allowed such a controversial winner. I'm curious to see if they repeat this contest and if the winner is markedly different.
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