Old Spice, The Power of all Powerful Things

Another post in the “Doing it Right” series, with “the man your man could smell like”

Old Spice nailed it when they hired Wieden+Kennedy in Portland, Oregon to do the first “SMELL LIKE A MAN, MAN” commercial. They’ve been smelling sweet and staying dry ever since, following up with ads for fathers day, and a second ad with Isaiah Mustafa, titled “QUESTIONS.” What made these ads great, aside from the killer writing, was the unique way they were shot. All in one take, with one camera.

Now this blog isn’t about television commercials. Its about Social Media Marketing, and Internet Marketing. So while these ads are funny, they weren’t enough to get the feature. But the Man’s Man is back this week, personally responding via Youtube to user submitted requests, taking an already viral campaign, adding another contagion, and spreading it like wildfire throughout the internet.

If you want to talk about doing it right, capitalizing on an idea, or effective brand strategy, look no further than this campaign and the team at Wieden+Kennedy. So take a look at the Old Spice page on Youtube to see all the responses from Isaiah. He even helped one Twitter user propose!

The key here, as with any viral or social media marketing campaign, is interaction. Remember that your fans are your biggest advocates, your biggest sales people, and your biggest buyers. Keeping them engaged with your brand, without pushing them to buy buy buy, is the best way to garner loyal customers for life.

How are you treating your fans? How are they responding? Leave your answers in the comments! And for more on who I think is doing it right with social media marketing, click here.

I’m coming in here with an edit, which I’ve never done before. But I really like this post from Movie Marketing Madness… http://www.moviemarketingmadness.com/blog/2010/07/16/when-an-advertising-agency-runs-a-pr-campaign/