23 Jan '12, 10pm
Look At Your Viral Video, Now Look Back At Mine - What Helps Old Spice Succeed?
Nearly 70% of the responses were created for ordinary people, non-celebs on YouTube, Facebook or Twitter who were thrust into the spotlight thanks to Old Spice. Whilst celebrities added heft and reach, the use of non-celebs made the campaign much more participatory. It appeared as if the Old Spice guy could respond to anyone, at anytime, anywhere. Old Spice’s Twitter account gave consumers a linear timeline to follow the campaign whilst also serving as a simple way for people to submit questions. Select responses were posted on Old Spice’s Facebook page and the brand’s 50,000 + fans could help spread the word.