Friday, July 16, 2010

Old Spice Responses (and Old Spice "Questions")

So the oil stopped??? BIG DEAL!


You might have seen "Questions" from Old Spice (or "Armpit Mountain" or the Centaur or "The Man Your Man Could Smell Like", but have you seen their "Response" YouTube viral videos? Personally, I think these videos fall into a very new category of social media. For a better explanation of the videos, I turn to an article from (Watch some of the videos from for yourself first and try to figure out what's going on... you'll find the "Questions" commercial and a summary of the campaign at the end of the post.)

"How do you take the social web by storm in a day, winning over even the coldest of hearts and gaining international acclaim - with commercials?"

Re: Anonymous
Anonymous wrote "Use old spice. Our dads use it, our grand fathers used it, because it works. Stop asking or begging for hugs. You smell bad!"
(YouTube video description: "Dearest Anonymous, I gladly accept your nomination and hope my reign as your 147th king will be long and full of win! Thank you for your continued support! Love, The Old Spice Man.")

Re: Perez Hilton
On the Internet, Perez Hilton wrote "New Old Spice Guy Commercial!"

Alyssa Milano
On Twitter, Alyssa_Milano wrote "GENIUS. Shirtless Old Spice guy replies on Twitter w/ hilarious personalized videos /via @Zee"

On Twitter, Alyssa_Milano wrote "Are you flirting with me, @oldspice guy...

On Twitter, @Alyssa_Milano wrote "Ummm --- Are you sitting down??? Sit down. Ready? The @oldspice guy sent me roses!"
(Alyssa Milano links: 1, 2 and 3)

Ellen Degeneres - Re: @TheEllenShow
On Twitter, @TheEllenShow wrote "Have ya'll seen my friend @IsaiahMustafa's new Old Spice commercial? So funny and so clever."

Re: @Starbucks
On Twitter, @Starbucks wrote "@oldspice You look cold. Need some coffee?..."

George Stefanopoulos - Re: @GStefanopoulos
On Twitter, @GStephanopoulos wrote "@OldSpice Hey Old Spice Man -- Political question: President's lost some female support. How does WH get those women voters back?"
("This has in no way been a cross promotion for an affiliated Old Spice sister company. That would be in poor taste.")
On Twitter, @Gillette wrote "@OldSpice what's up my friend...big fan :)"
(The final video.)
YouTube video description: "Until next time my internet friends."
(posted June 29)

Do you get it??

If not,
read this, from, 7/14/10, 3:25 PM... 

"A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday and produced 87 short comedic YouTube videos about Old Spice. In real time. They leveraged Twitter, Facebook, Reddit and blogs. They dared to touch the wild beasts of 4chan and they lived to tell the tale. Even 4chan loved it. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that's just over 7 minutes per video, not accounting for any breaks taken. Then they woke up this morning and they are still making more videos right now. Here's how it's going down.

Old Spice, marketing agency Wieden + Kennedy and actor Isaiah Mustafa are collaborating on the project. The group seeded various social networks with an invitation to ask questions of Mustafa's character, a dashing shirtless man with over-the-top humor and bravado. Then all the responses were tracked and users who contributed interesting questions and/or were high-profile people on social networks are being responded to directly and by name in short, funny YouTube videos. The group has made videos in response to Digg founder Kevin Rose, TV star Alyssa Milano (now big on Twitter) and many more people, famous and not. 

It is well done and it appeals to peoples' egos - but there is something more, too. It feels very personalized, even if it wasn't directed at you. Those people that got responses, and many people who didn't, have Tweeted, Facebooked and otherwise shared links to the videos back out across their social networks.

Iain Tait, Global Interactive Creative Director at Wieden, is leading the effort. 'In a way there's nothing magical that we've done here,' he explained by phone this afternoon. 'We just brought a character to life using the social channels we all [social media geeks] use every day. But we've also taken a loved character and created new episodic content in real time.'" 

Finally, here are two screenshots from their homepage and Twitter:

(Of course, Old Spice is also on Facebook.)

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