The Internet’s latest sensation: ‘Old Spice Guy’
You might have already seen him on TV – actor Isaiah Mustafa hamming his way through a couple of brilliantly-produced, 30-second commercials asking, among other things, “Should your man smell like an Old Spice man?”
As well as receiving praise from a highly-entertained TV audience, the Old Spice campaign is rapidly on its way to becoming the latest Internet sensation. At the time of writing, the two commercials had collected over 20 millions views on YouTube, making ‘Old Spice Guy’ one of the fastest-growing viral video campaigns in history.
But there’s more. Portland ad agency Wieden + Kennedy jumped on Facebook and Twitter, asking fans and followers to post comments and suggestions. Hundreds did, including many celebrities. The agency and Isaiah then hit the studios for two straight days, producing over 180 spots in direct response to the social media commentary.
The additional video clips were in turn posted to YouTube and Facebook, most within hours of receiving the initial feedback. Many have also gone viral, with Re: @aplusk (Ashton Kutcher) and Re: Rose attracting over 400,000 views each.
It is an impressive demonstration of how to marry the various forms of social media – TV, Facebook, Twitter, YouTube – to reach an audience way beyond a product’s traditional marketplace. You can read more about the campaign on Read Write Web.