And did what I thought they couldn't: Old Spice got even more awesome.
Following the release of their latest ad, which has gotten A LOT of attention (over 5,000,000 views after two weeks on Youtube), Old Spice has taken it up a notch by leveraging their character and engaging their audience in a remarkably innovative way.
It's already a good sign when a brand can respond to their audience by replying to Tweets, questions, or even comments. Using a personalized voice creates engagement.
But Old spice is taking responding to the next level by answering users with personalized YouTube videos, which in effect become personalized advertising.
Since Monday, they have uploaded over 115 responses on their channel.
Beyond personal, the responses are also authentic because they seem to be written in almost real time, although I'm presuming they have a bank of pre-approved possibilities to choose from (client approvals would be a nightmare).
However, what's truly genius here is they have banked on both the character they created AND their presence on various social channels to address both commmon folk and high-value influencers (like Ashton Kutcher, Kevin Rose (founder of digg) and even Starbucks) to propagate the Old Spice message for them.
As a result, the character, and effectively the message, begins to live outside the confines of the ad. In other words, the interaction becomes the advertisement itself.
A few of my favorites:
To Gizmodo:
Defending his voice:
To a removed comment:
Fry it up!
To the Huffington Post:
Response to Rose McGowan:
Now that's earned media!
0 comments:
Post a Comment