Saturday, July 17, 2010

How Old Spice just changed social networking

I was watching the baseball All-Star game the other night and there was an Old Spice commercial that came on. This commercial featured a good looking guy basically telling women that their man doesn't look like him, but they could smell like him. It was really over the top and goofy.

So yeah...amusing enough, I chuckled. Were this the end of it, that would have been enough, but the commercial producers arranged for their Facebook, Twitter, and Reddit sites to allow people to tweet/post questions. The actor, a former NFL hopeful named Isaiah Mustafa, then posted an incredible amount of responses...all of which were done in a towel in his bathroom as if he had just left the shower. Some of them were to famous people, and some to random people. Some of the celebrities he tweeted videos to include Demi Moore, George Stephanopoulis, Ellen Degeneres, Rose McGowan, Ashton Kutcher, Ryan Seacrest, Starbucks, and perhaps most famously, Alyssa Milano. Alyssa Milano went back and forth, with the actor posting four videos flirting with her, and even sending her flowers in real life, and prompting Alyssa Milano to post a video response in a towel of her own (view the entire set of videos here).

Apparently, he responded with over 180 videos over a few days, and had 5.9 million video views in the first day, according to this article. The amazing part is that this is getting news coverage, and celebrities are basically giving Old Spice free advertising. This is just one of the most amazing Internet buzzes I have seen. Sadly, the videos seem to be done for now according to the Twitter feed, but I wouldn't be shocked if Old Spice brought them back based on the popularity.

The question for Old Spice is always "will this improve sales" and the answer isn't clear at this point. If nothing else, they generated buzz!

The actor, based on this, was signed to a deal with NBC, who hope to capitalize on his buzz and create a sitcom.

Check out the tweeted video responses here:

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