I am quite sure that if you are like me, always monitoring what is going on with Social Media and new online marketing trends, then you have seen already the Old Spice Media Campaign that basically exploded some days ago and it is now considered as one of the most popular viral campaigns in history.
What is this campaign about?
Well, Old Spice and its marketing agency Wieden + Kennedy hired Isaiah Mustafa, an ex football player and actor, to be the “ridiculously handsome” Old Spice Guy. He appeared in a Super Bowl ad this year and continued the campaign by appearing in around 180 online videos answering directly to the users that have been posting or commenting about him in many social networks like Twitter, Facebook, Digg and Reddit. Within the persons he responds to, there are celebrities and reporters.
The Old Spice guy recorded his video responses in rapid succession. His answers were a key mix of coolness and the stuff Internet memes are made of.
How it was done?
A team of “creatives, tech geeks, marketers and writers” gathered in an undisclosed location in Portland, Oregon to produce the videos. Organized by Wieden + Kennedy, the group tracked the questions that came after Old Spice solicited them.
Iain Tait, Global Interactive Creative Director at Wieden credits the close work between the technical and social media specialists and the creative team. “In the room there are two social media guys and a tech guy who built a system pulling in comments from around the web all together in real time,” he told Read Write Web.
“The social media guys and script writers are collaborating to make that call in real time. We have people shooting and we’re editing it as it happens. Then the social media guys are looking at how to get that back out around the web…in real time.”
The numbers
According to Mashable, up to this Tuesday the numbers are:
* Number of videos made: 180+
* Number of video views: 5.9 million
* Number of comments: 22,500
Experts say that Wieden + Kennedy have set a standard marketing experts will admire and follow in the years to come. “This is the future of marketing”
More here:
http://mashable.com/2010/07/15/old-spice-social-media-campaign/
http://www.marketingvox.com/behind-the-scenes-of-the-old-spice-guy-campaign-047345
http://mashable.com/2010/07/15/old-spice-stats/