Old Spice: As Fresh As Marketing Gets
Thursday, July 15, 2010 at 3:14AM by Jason Markow
Hello t(h)inkers. How are you? Fantastic. A funny thing has been happening on youtube the past 72 hours. As if the latest Oldspice commercial (above) were not enough, and for many (companies and ad agencies) it would be. The team behind the towel wearing smooth talker has truly redefined "social" media.
If you are late to the party, here is the deal: Isaiah Mustafa the "Guy wearing the towel in the Old Spice commercials" has been firing off video replies, on set and in full constume, to people who have either "@ replied" on twitter, commented on youtube, or commented on Facebook and more. There are, as of this writing, well over 150 video responses by Isaiah uploaded over the course of the last two days. The videos range from flirting with Alyssa Milano to a real wedding proposal. In some cases Isaiah has sent responses that respond to the responses of his first response. In other words (take note fellow marketers) Old Spice is engaging in conversation on a level that has never been done before.
This strategy by Old Spice has propelled them (again, as of this writing) to the #1 Most Visited "channel" on the #2 Most Popular Search Engine (that would be YouTube and is only behind Google) on the web. They have rocketed to the #3 Most Subscribed Sponsor Channel of all time. In other words, they found a way to attract eyeballs... and KEEP THEM.
Although Isaiah claims to be "The man your man could smell like" I think in reality he represents "The campaign your campaign would sell like"... that is if they had thought of this first. Now enjoy the rest of your Thursday with some of Tt(h)B's Favorite Responses below (but be warned, these videos may result in minutes (even hours) of lost time, or even pregnancy):