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.
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