Oldspice has displayed some new internet genius with posting video responses to twitter/youtube approximately every 7 minutes.
It’s pretty amazing that Old spice has been able to gather their marketing team, coupled with a film crew, and a few social media experts (Yes these do exist….*questioning previous blog thoughts*) and release real-time videos which are essentially commercials without the requirement of purchasing expensive time slots. With 4 millions views in just two days, they have obviously been noticed world wide.
The MOST notable about the campaign is it’s likability. I think you have mastered the internet when even 4chan doesn’t complain about your hilarious marketing ploys.( Oldspice boasts about 4000 thumbs up, and less than 100 thumbs down on this evil emperor of message boards)
Besides spending about half my day watching these videos (including an accepted marriage proposal! *loser fiancee*) what I am most amazed at is the quickness of production. This team is given SO MUCH freedom to let their creative juices flow. The marketing department obviously trusts them and has displayed a model that hopefully more companies will adapt. If you believe in the genius that is your team, be specific in your guidelines, and trust them to do their job. If the team isn’t constantly worried about pissing off the CEO, they can focus their minds elsewhere. This strategy is obviously working, and is so very entertaining.
Congrats to Iain Tate( Global Interactive Executive Creative Director at W+K) for having the job that all of us want
Now watch this and try not to wish you had smell-o-vision so that we could actually link the smell of Oldspice with the hilarity that is Oldspice guy.
Follow the tweets and responses at @oldspice
Great article on the same subject by Read Write Web.
ohhaiinternetz
