Old Spice created a real-life video game in which viewers on Twitch, a live-streaming game portal, decided every real-time action for a man lost in the woods. Over 2.2 million players collaborated to help the main character (who was wearing a shoulder-mounted live-feed camera) do things like joust a bear, solve a riddle from a wise old talking tree, defeat a malicious prospector in a no-holds-barred food fight, and win the heart of a beautiful woods fairy in order to complete the game’s main storyline and beat the game.