Digital

I heart Old Spice digital campaign

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Brands are discovering fresh new ways of using social media & digital advertising by the day – Whopper Sacrifice, Twelpforce, Blendtec come to mind. But Old Spice has just raised the bar several thousand notches with their on-going digital campaign.

In what is surely a first, Old Spice is sending video responses to people who mention @OldSpice on Twitter. What’s more, the respondents are named personally by the shirtless Isaiah Mustafa. While celebs like @TheEllenShow, @PerezHilton and @KevinRose have received their video responses, the amazing part is the speed with which video responses come for mentions from regular folks.

And the video response:

There could be more than a 100 video responses over their YouTube channel. Jaw dropping stuff.

What’s great about the idea is it’s sheer audacity – of pulling off truck loads of videos with some great writing and responding to an avalanche of mentions in double quick time. And they weren’t standard responses to standard mentions – there was a wedding proposal involved too! As Adfreak says:

Wieden + Kennedy team’s reaction time was pretty incredible, as illustrated by my favorite video, below: a marriage proposal Mustafa made on behalf of a random guy on Twitter. @Jsbeals made this request of Old Spice: “Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin.” Less than three hours later, Mustafa was holding a ring in the glow of candlelight and asking Angela to “make Jsbeals the happiest man in the world and marry him in real life.”

Mentioning prominent bloggers by name automatically gets the brand a mention on social media channels which in turns fuels further interest for the brand. Super extension to an already great body of work on Old Spice.  Much to learn from the brand activity. I heart. I also envy.

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

5 Comments

  1. Sriram Iyer Reply

    This is stuff of gold. Or Diamond, as the Old Spice man likes it. There are close to 162 videos (as of now) and this could well be the best digital campaigns EVER. Each video response surpasses the awesomeness the previous one was.

  2. Yes.. ad …shmad…that is fine, but I will never go gaga over an Old Spice man because I am afraid I will become a part of a Greek Tragedy. My dad is has used Old Spice all his life. That is enough to take the campaign a step backwards. Freud rules.

    • Haha precisely the impression they want to change. I think it’s working if you see the entire body (wash?) of work.

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