Old Spice S.Q.U.I.D: Robotics Meets 'Twitch Plays Pokémon'

Old Spice has created a robotic squid to play with on Twitch Old Spice

Old Spice has teamed up with a Brazilian robotics company to create an incredibly life-like squid. Why? Because there’s a new scent of deodorant and shampoo, of course. Duh.

The new Old Spice scent, called Krakengard, has been described as “manly” so you know it’ll attract the ladies (or dudes). What does Krakengard have to do with a robotic squid? There’s a big squid on the packaging. That’s about it. But still, it’s pretty cool.

So what does this squid do? That’s the interesting thing. The squid will be remotely controlled by Twitch users. If you’re familiar with the insane phenomenon that was Twitch Plays Pokémon, think of that, but with a real-life robot instead of a video game.

The live stream event, dubbed S.Q.U.I.D. or Shared Quests Uniting Individual Dudes, will allow Twitch users to log in and help the mechanical cephalopod complete everyday tasks such as getting a driver’s license, working at a pizza parlor and playing the drums. It’s all typical squid things. To make it even more interesting, players will only be allowed to control one limb at a time. This means Twitch users will have to work together if they want the squid to actually get anything done.

Then again, it may be more entertaining if they don’t work together at all.

“Part of the fun of this project is the interaction with the audience, as we react and respond in real-time to what’s happening by using props, set-pieces and stage hands. During the event, we'll be responsive to Twitch chat, and have a few “tricks” up our sleeve if the users ask for anything crazy,” a representative from Old Spice, who asked to remain anonymous because of the secret nature of the project, said. “In one scene, we have a pizza, and we’re prepared with all kinds of toppings in case the audience asks for that. There's also a scene in which the squid, acting as a tattoo artist, will ask users what to tattoo on a shop visitor's back – we're totally prepared to do whatever they ask.”

If you want to try controlling a squid limb for yourself, make your way to OldSpiceTwitch.com or the Old Spice Twitch channel and log in with your Twitch account information. Viewers will be sent a Direct Message asking them to participate. If you say yes, you’ll be given a unique URL to go to. Once there, you’ll be put into a “Holding Tank” where you can play a tutorial and watch the live stream.

Once it’s your turn to control a limb, you’ll get moved into the “Control Room.” It’ll be up to you and the seven other people also controlling the squid to accomplish whatever the goal happens to be at that time.

If you want to join in, or just want to watch the mayhem, S.Q.U.I.D. will be live on May 19, 20 and 21 from 4 p.m. to 9 p.m. EDT each day. Viewers will be able to participate both from a desktop or a mobile device.

This isn’t the first time Old Spice has used Twitch to announce a new scent. As seen in the video above, the company’s Fresher Collection had a man wander through the woods, responding to every Twitch request he could. It gets weird, as you would imagine it could.

So what do you think? Are you going to check out the S.Q.U.I.D. stream this weekend? What other bizarre internet stunts do you think Old Spice will come up with next? Let us know your thoughts in the comments section below.

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