Old Spice Becomes Talk of the Web With Personalized Commercials for Top Influencers

Here’s a video get-well card to Digg-founder Kevin Rose (who’s sick with pneumonia) from the Old Spice guy.

From TechCrunch:

“What if commercials really did talk to you? What if a familiar spokesperson addressed you by name and responded to your thoughts and feelings. In what is definitely one of the more creative social media ad campaigns in a while, Old Spice is doing just that. Its shirtless, muscled spokesman, the Old Space Man, is shooting YouTube videos in response to people’s Tweets. Many of these are well-known people with tons of followers like Kevin Rose and actress Alyssa Milano, who retweet the videos and spread them virally.”

From Read/Write Web:

“Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that’s just over 7 minutes per video, not accounting for any breaks taken.”

Final numbers from Visible Measures:

“The viral video coup ran for about 24 hours, and then, as all things must, it came to an end. All told, Old Spice had uploaded an unprecedented 180+ clips for its campaign, which, in total, have generated over 5.9 million views and 22,500 comments.”

  1. # World Wide News Flash said: July 14th, 2010 at 9:17 am

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  2. # Social Media Theater: What a Twitter-Savvy Playwright Can Teach Brand Advertisers said: July 20th, 2010 at 4:22 pm

    [...] we begin to view Old Spice Man as a real guy, one who’s friends with someone we know (see his video get-well card to Kevin Rose), we’re a whole lot more likely to tune into his funny commercials. Next thing [...]

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