Wow! Not only did Old Spice and Wieden Kennedy pickup a Grand Prix at Cannes for their campaign, they’ve just started rolling out one of the best social campaigns I’ve ever seen, all based on the ads that generated so much talk over the last few months.
Old Spice has just started delivering personal video replies to tweets (and now even YouTube and Facebook comments)! Yep, if you had tweeted about Old Spice, chances are you might have an @reply with a custom made video just for you. And if you haven’t, then you can tweet to them right now @oldspice and you might be lucky enough to get a custom video reply. So far they’ve delivered almost 120 videos in the last 24 hours alone, with each and everyone one a strategic response to a tweet or YouTube or Facebook comment.
It’s also possibly the best social meets viral strategy I’ve seen, what better way to get people talking about you brand than taking your super popular character recording personalised videos for hundreds of tweeps in record time and then tweeting them their custom video for the world to see! Now, not only are they creating videos for the general public, they’ve been busy creating videos for some of twitters most followed people like twitter founder Biz Stone, Digg founder Kevin Rose, Ellen DeGeneres, Gizmodo, Guy Kawasaki, Perez Hilton and even Ashton Kutcher…
So when these guys see those videos, they’ll be blogging and re-tweeting like crazy. Viral heaven!
This is a seriously big idea wrapped in a simple, straight forward, clever coating that just makes perfect sense. This campaign will be providing insights for social and viral strategy for the year to come and hopefully help big brands and agencies understand that content is king… still… What sucks for Agencies around the world, is that this campaign has probably just picked up half the awards at Cannes 2011! But on the back of this, I think we’ll see some great campaigns this year.
Ok, so what does all this translate into in terms of results / activity so far? Well, bucket-loads of global conversation and brand engagement (those videos are clocking up hundreds of thousands of views already) and 10′s of thousands of new followers over night, acquired through mass amounts of re-tweets and great blog based campaign exposure…
I love this campaign, the quick responses are brilliant. Such a great idea, showing integration at it’s best!
I couldn’t agree more Katy. I’ve been itching to post it all day, probably the best integrated campaign work I’ve seen…
Bravo W+K , Bravo!
@Erez – bravo indeed
[...] via digitalbuzzblog.com [...]
is it having an impact on sales?
This is so brilliant! It keeps getting better – would love to know to what degree it was planned versus being responsive!
AWESOME – I want to see more of this. But can someone explain the ROI in business $$$?
Absolutely brilliant campaign – well done W+K!!!
[...] This is a great way to get users involved in your brand and seems to be working extremely well for them. No more old Check out a full write up here. [...]
Yes it’s a brilliant campaign. The caveat in my mind is seeing the buzz focus on the campaign and its character not the brand. The finesse is in stoking the buzz without losing Old Spice in the hype.
I totally agree. What a campaign.
I only wonder if it has actually shifted any more bottles of Old Spice. Anyone know?
Totally mind blowing only thing is Aden this time I didn’t find out about it from you first!
Adage was the new breaker anyway thanks for the info.insight and entertainment over the year(s)!
Keep it up mate!
Tyrone
Kudos to the marketing people at oldspice for coming up with this. It’s relativly simple idea but absolutely genius. This is truly new media.
[...] having been ranked #1 in online engagement, #1 on Facebook and the #1 Tweeted brand (until OldSpice came along I’d say!), this presentation by Alexandra provides insights on how Starbucks paved [...]
BRAVO!
[...] having been ranked #1 in online engagement, #1 on Facebook and the #1 Tweeted brand (until Old Spice came along I’d say!), this presentation by Alexandra provides insights on how Starbucks paved [...]
Great Video!
[...] to produce fast-turnaround video responses to Twitter questions despite the phenomenal success of the Old Spice campaign , I don’t expect to see repeats of the SEEyD/ClemengerBBDO collaboration any time [...]
[...] Bnet – Huffington Post – Reuters – MSN – BrandWeek – AdWeek – Ads of the World – Digital Buzz – Mumbrella – Entrepreneur.com – Reel SEO – Read Write Web – ClickZ – [...]
[...] all though. Old Spice quickly and hilariously responded to user comments from their pages with video replies starring said spokesperson. My personal favorite is this one, where a commenter has a monumental [...]
[...] having been ranked #1 in online engagement, #1 on Facebook and the #1 Tweeted brand (until OldSpice came along I’d say!), this presentation by Alexandra provides insights on how Starbucks paved [...]
[...] to things that affect/pertain to him or her, and Old Spice hit the marketing jackpot when they used Twitter to send individual video responses to their followers’ [...]
[...] Haiti and most recently the Japan earthquake to a great comeback for a forgotten brand name like Old Spice, Twitter has been a key ingredient to the success of several campaigns. On the occasion of [...]
[...] och är/har vart rankade som #1 inom online engagemang, #1 på Facebook och #1 på Twitter (tills OldSpice seglade ikapp). Fröken Wheeler ger i presentationen insikt om hur Starbucks bredde vägen med [...]
[...] and Facebook and as Weidens and Kennedy (the Ad Agency responsible) proved with their follow up Twitter campaign, they know how to nail digital. So in true Isaiah style, the challenge was accepted with that near [...]
[...] today’s digital age, companies can harness more diverse tactics. (Who didn’t catch the Old Spice viral video campaign a couple of years [...]
[...] today’s digital age, companies can harness more diverse tactics. (Who didn’t catch the Old Spice viral video campaign a couple of years [...]
[...] suggestion is to use humor in your twitter campaign. For example, old spice engaged their audience to tweet and possibly get a hilarious response from the old spice guy. This [...]
[...] views. After a month, its Twitter following increased by 2700%. Why? The brand in 24 hours crafted 120 personalized videos starring Mustafa in response to individual fan tweets. Consumers became almost more familiar with Mustafa than they [...]
[...] was this cracking social response viral from bodyform – that in old spice-esqueness brought a tongue in cheek personality to Bodyform that captured the underlying cyncism of the [...]
[...] – Huffington Post – Reuters – MSN – BrandWeek – AdWeek – Ads of the World – Digital Buzz – Mumbrella – Entrepreneur.com – Reel SEO – Read Write Web – ClickZ – Examiner – Watch [...]
[...] response. Not only it is flattering, but it is also very personal. Old Spice perfected that with Mustafa’s video responses quite some time ago. My friend Ramon De Leon, marketing mastermind of a six store Domino’s [...]