Putting the Multichoice decline in context
Lindsey Schutters
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Old Spice guy, viral media coup: social media game-changers
When Old Spice is mentioned, it is practically synonymous with that stuff you bought your dad on Father's Day. A traditional, old-fashioned, classic eau de cologne. A stagnant brand, relegated to the nostalgic shelf. That perception is on the brink of doom as Old Spice's latest marketing campaign has lifted the bar on e-marketing, changing the way we execute social media campaigns forever.
In a brilliant synergy of comedy, creative genius and an innate understanding of internet culture, Old Spice recently introduced "The Man Your Man Could Smell Like". This man is played by Isaiah Mustafa, an American actor and former wide receiver in the NFL who is commonly known as "Old Spice Guy".
Last week Tuesday, 14 July 2010, Old Spice decided to take advertising to the real-time Internet. It's a watershed moment for marketing. For one day, Old Spice gathered its marketing team of writers, creatives, digital marketing agents, techies and the indomitable Isaiah Mustafa on a bathroom set. They then kicked off the social media marketing coup of this century (so far) - the "Old Spice Responses" campaign.
With Isaiah draped in his usual towel in a bathroom setting, they started creating short video clips of Isaiah answering questions and direct messages from the various social media platforms of Twitter, Facebook, blogs, Reddit, Digg and others.
Read the full case study, with pics and videos, on www.memeburn.com.
Source: Memeburn
Launched in April 2010 by Matthew Buckland, Memeburn is a news and opinion platform tracking tech culture, innovation and business. It plays particular attention to the web, mobile, social media, online media and social networking fields. Key opinion-leaders contribute to Memeburn, providing their insights on the online industry. Subscribe via email or RSS for regular updates. Follow memeburn on Twitter at @memeburn.
Go to: http://www.memeburn.com
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