• by Gavin O'Malley  @mp_gavin, September 23, 2005

Procter & Gamble's Old Spice is making an aggressive online push for 18- to- 26-year-old males by rolling out four interactive and heavily branded Web sites. For the effort, Old Spice enlisted independent agency and longtime partner EVB.

The first of the four destination sites, "When She's Hot"--focused on an attractive young woman as she dances and sweats with enthusiasm -- launched several months ago, in conjunction with Old Spice TV ads created by Saatchi & Saatchi.

"We've been around long enough to know people don't seek out Web sites about deodorant," said EVB Managing Director Daniel Stein.

"When She's Hot" has so far attracted more than 600,000 unique visitors, receiving on average 3,000 new visitors each day. That site--which offers visitors the chance to compose their own music videos and accompanying scores--retains users for an average of 3.5 minutes.

A second site, "When You Stink"--meant to spoof the first--features an unattractive dude dancing and sweating with enthusiasm. The other two sites--"Old Spice Racing" and "Music in the Zone"--launched last month and earlier this month, respectively.

The sites include everything from interviews with NASCAR star Tony Stewart to music downloads and upcoming tour dates of popular bands. Users can also enter a UPC code from an Old Spice product to redeem three free music tracks from the iTunes Music Store.