Old Spice: Raising the Bar
I know it’s been over 24 hours since the Old Spice campaign ended, so in the digital world that makes it ancient history, but I still want to write about how genius the team was that created it.
In case you missed it Wednesday, the Old Spice man, Isaiah Mustafa, filmed dozens of short personalized YouTube video responses to comments about Old Spice across networks like Twitter, Facebook, Reddit and more. The campaign team had a search engine pulling in comments from all over the Internet and looked for one’s that either:
1. Were written by an influential celebrities or bloggers; and/or… 2. We’re something that the creative team thought they could have fun with…
The result was 87 YouTube videos, of Isaiah Mustafa standing in front of a shower in a towel, on the OldSpice YoutTube Channel giving the most ridiculously hilarious answers you have ever heard.
Responses went to everyone from Allissa Milano, Ashton Kutcher, Demi Moore, Peter Shankman, Twitter, Gillette, George Stephanopoulos, Guy Kawasaki, Perez Hilton, Starbucks, Gawker, Pete Rose and dozens of regular people across the Internet. Choosing a favorite is tough, but I really liked his response to Ashton Kutcher – who was responding to the Pete Rose video that preceded his.
Everyone has been talking about the bar this has set for social marketing campaigns. Obviously I agree, Wieden + Kennedy has always produced fantastic campaigns, but I have to give Proctor & Gamble props for stepping back and giving W+K the breathing room they needed to let a rapid viral campaign like this take place. Most companies put up so much red tape that something like this would never be able to happen, but when it comes to the social space agencies everywhere are trying to impress upon their clients the importance of responding in real time. It will be interesting to see what other campaigns will spawn from this.
What did you think of the Old Spice campaign? Do you have a favorite video? Do you think other agencies may have tried this before but got caught up in the red tape?
In: Facebook, Social Media, Twitter · Tagged with: Old Spice, YouTube
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