Beef jerky brand SlimJim has launched a Facebook app, Bro-Files, that promises to measure guys' 'male spice scores' and tell them how to improve them.
The app, developed by Venables Bell & Partners, extends the ConAgra-owned brand's interactive 'Man-Medicine' campaign, launched last year, which focused on guys in their 20s struggling with their first forays into adult responsibilities. It sees participants welcomed by a 'qualified doctor' in an introduction inviting them to have their social networking history analyzed. Users earn points for doing things like having exotic friends, checking into cool places and using the right 'brocabulary' words in their status updates. But they lose points for things like having too many married friends, liking their own likes, or self-tagging their photos.
The 'Male Spice Loss' results are then delivered via a video that pulls a user's recent Facebook activity into the story. Once given a score, they are invited to make prescribed changes to their Bro-File to earn a 'second opinion'. Results are tallied on a leaderboard, and that users can also challenge their friends on Facebook to see who has the higher Spice Score.