Very clever marketing, have a look at the entire article featured at ‘Read Write Web‘: ‘How the Old Spice Videos Are Being Made’
Old Spice, marketing agency Wieden + Kennedy and actor Isaiah Mustafa are collaborating on the project. The group seeded various social networks with an invitation to ask questions of Mustafa’s character, a dashing shirtless man with over-the-top humor and bravado. Then all the responses were tracked and users who contributed interesting questions and/or were high-profile people on social networks are being responded to directly and by name in short, funny YouTube videos. The group has made videos in response to Digg founder Kevin Rose, TV star Alyssa Milano (now big on Twitter) and many more people, famous and not.
It is well done and it appeals to peoples’ egos -- but there is something more, too. It feels very personalized, even if it wasn’t directed at you. Those people that got responses, and many people who didn’t, have Tweeted, Facebooked and otherwise shared links to the videos back out across their social networks.
Iain Tait, Global Interactive Creative Director at Wieden, is leading the effort. “In a way there’s nothing magical that we’ve done here,” he explained by phone this afternoon. “We just brought a character to life using the social channels we all [social media geeks] use every day. But we’ve also taken a loved character and created new episodic content in real time.”
I think this will remain my favourite out of what I’ve seen so far (and paradoxically, it’s a 4Chan fave too):
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I must applaud the clever manner of introducing this advert to the world.
Now for a skeptical video containing the same humour, intelligent thought and a good wholesome skeptical message that then goes viral. Oh to have talent…
what a video clip..!! very talented and so funny… brilliant message…!!! i solute…
Just saw the library spoof on chan 9 this morning. A skeptical version could be a very good marketing ploy
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