Ever since the Old Spice commercials debuted with … well, the guy they have given no name to … have debuted, the Internet has loved them, sharing them across various sites, and talking about how funny they were. Well, yesterday the company decided to really embrace this Internet popularity by bring in the actor to do over 100 mini-commercials it published on YouTube where he responded to people all over the Web talking about him. What they ended up was a real-time viral phenomenon the likes of which no one has seen before.
The situation was that Old Spice was reading Twitter messages, YouTube, Yahoo Answers and other places and spent the day making personalized videos with the actor from the commercials and posting them on YouTube on their account. I can't even imagine the logistics of this day as they pulled out numerous props relating to what they were saying, and got out over 100 of the videos in the span of a day. Considering they had to be scripted, edited, processed for uploading and so on, they had to be working at a breakneck speed to pull this off.
Whatever this day cost them, it was worth every cent they spent.
While the majority of videos were directed at average users, targeting people such as Kevin Rose, Perez Hilton, Ashton Kutcher and so on, even including a wedding proposal, all of whom shared out the videos upon their completion, Old Spice got so much targeted advertising that I'm not sure it can even be calculated.
Old Spice hit the ball out of the park with this promotion where so many other companies have failed. Company after company has attempted to use social media to promote themselves, and where I think Old Spice got it right was they included people immediately in the promotion. There was no clicking buttons, pasting links, jumping through hoops, you simply posted a message and waited in hopes that your's was one of the ones chosen. They had everyone talking about them all day, the press was writing about them and they got a ton of word-of-mouth. I figure this project cost them under $1 million, and it was probably the best money the company has ever spent.
The problem now is that other companies will try to copy this, and if they aren't careful, it will fail miserably. Even if Old Spice tries to do it again it won't work as well, but Tuesday, July 13th, can be remembered as the day a company finally got social media marketing right.
What say you? Did you enjoy the Old Spice take on social media marketing?
The Galaxy S20 Ultra's Space Zoom camera is amazing and a bit creepy
The Galaxy S20 Ultra supports up to 100X zoom, which Samsung calls Space Zoom, but is it any good? Can a phone really product usable photos at 100x zoom? We've got our Galaxy S20 Ultra already so join us to find out!
Win an iPhone, iPad and Apple Watch with the Reader's Choice giveaway!
What's the best phone of 2019? Is it the iPhone 11 Pro, Pixel 4 or OnePlus 7T? What about the best laptop, games console, tablet and more? Vote NOW in the Reader's Choice awards and win BIG in time for the holidays!
Here are the best products from IFA 2019!
Here are the products announced at IFA 2019 that were worthy of our Best of IFA 2019 awards. Also featuring MrMobile's single best product at the show!
You don't have to be a size 2 to rock these gorgeous swimsuits!
Tired of finding the perfect swimsuit only to see that it's only offered up to size 14? Not anymore! Here's a list of the most flattering, gorgeous plus size swimsuits 2020 has to offer.