My friend Mike Balzano shot me a note this morning that I had to check out what Old Spice was doing on its Twitter account.
Then, thirty minutes and about 20 videos later, I started writing this post. And, I actually feel like buying some Old Spice now (okay, I’m now officially my dad).
That’s how amazing Old Spice’s social media is. Here’s some background. Playing off the popular TV commercials, muscular Old Spice man is responding personally to comments on Facebook, YouTube and mostly those on Twitter. As of writing this post, the Old Spice YouTube channel is #1 in the US for total views. Pretty powerful stuff.
TechCrunch reported yesterday about Old Spice man’s response to Digg founder Kevin Rose, who tweeted out that he was sick. Here’s the response:
Kevin then responded to his over 1 million followers:
HOLY SH*T, best get well video EVER from the old spice man!:http://bit.ly/dpSeOs
How about this hysterical reply to Alysa Milano? And, it’s not just celebs that are getting the more than 100 personalized video responses. Check out this response to Mason Vail:
It needs to be noted that the writing is utter genius. I’m literally cracking up after each one of these.
What do we know so far?
Thousands of online mentions, including big wigs like The Huffington Post, Starbucks and The Ellen Show.
Over 60,000 tweets and 600 blog mentions on July 13th alone.
1000% increase in Twitter followers.
But three main questions keep coming up:
How long can Old Spice man keep this up?
How about the writing team?
Will this, in the end, sell more Old Spice?
If Old Spice can show an impact, ultimately, in sales, you can bet we’ll see a flood of brands move even more into this area. Hats off to Old Spice for trying something new, especially the smart integration between traditional and social media.
Hey Old Spice man, if you’re listening, here’s my question – “Does wearing the color orange AND Old Spice make you even more of a man?”
Below is a sample of the original TV commercial.
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