Hello, colleauges.
Look at your agency. Now back to me. Now back to the agency. Now back to me.
Okay that’s enough. Unless you somehow avoid both TV and the internet, you’ve seen Old Spice’s spots featuring a guy named Isaiah Mustafa. Just in case, here they are for your reference. (Spot 2 was posted on June 29th.)
Spot 1
Spot 2
On July 12th – just two weeks later – Old Spice rolled out a new Playlist on their YouTube channel called “Responses.” On this playlist are a few dozen videos where Isaiah Mustafa reads comments and questions from Facebook, Twitter and YouTube pages where people have been talking about his commercials. He addresses them in character, and works in a few product references when possible.
Visit the Responses Channel and check out the Responses on the right of the page.
In addition to responding to individual users, Mustafa (man that’s an awesome name) has put out individual shout-outs to social news sites like Digg and Reddit, where readers are generally very excited for a shout-out because, I don’t know, they love the internet.
Bottom line, I wanted to show you this campaign because we talk a lot around here about campaign integration and how to create something that thrives equally in various spaces. This Old Spice campaign is as relevant on TV as it is on Twitter, and everywhere in between. It’s a good example of an advertiser using the functionality of its tools instead of just using them as an obligation. They could’ve just tossed the spots on YouTube and called it good, but they tapped into the engagement-rich culture of today’s social media sites to create something very unique that – quite literally – speaks directly to the consumer.
I’m on a horse.
