A real-life game in which the actions of a man abandoned in the wilderness are controlled by the Twitch community. (Twitch is a live-streaming video portal.)

Levi Slavin: “Old Spice partnered with Twitch to target smelly gamers. The result was a live-streamed, real-life game. Basically, some poor guy, armed only with a backpack and a terrible agent, wandered through the woods for three days doing whatever the internet told him to do. Thank you, Old Spice. Always on the cutting edge, always wielding the bluntest object.”