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…
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July 14th, 2010 at 11:11 pm
I love this campaign, the quick responses are brilliant. Such a great idea, showing integration at it’s best!
July 14th, 2010 at 11:14 pm
I couldn’t agree more Katy. I’ve been itching to post it all day, probably the best integrated campaign work I’ve seen…
July 14th, 2010 at 11:47 pm
Bravo W+K , Bravo!
July 15th, 2010 at 12:17 am
@Erez – bravo indeed
July 15th, 2010 at 5:27 am
is it having an impact on sales?
July 15th, 2010 at 9:26 am
This is so brilliant! It keeps getting better – would love to know to what degree it was planned versus being responsive!
July 15th, 2010 at 11:39 am
AWESOME – I want to see more of this. But can someone explain the ROI in business $$$?
July 15th, 2010 at 1:56 pm
Absolutely brilliant campaign – well done W+K!!!
July 16th, 2010 at 12:05 am
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.
July 16th, 2010 at 12:44 am
I totally agree. What a campaign.
I only wonder if it has actually shifted any more bottles of Old Spice. Anyone know?
July 16th, 2010 at 7:23 pm
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
July 17th, 2010 at 3:17 am
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.
July 27th, 2010 at 9:42 pm
BRAVO!
July 29th, 2010 at 2:12 am
Great Video!