Old Spice: The Archetype Of a Successful Social Media Campaign

I’m setting the example, and it’s going to be puzzled over and studied and followed, from now on. – John Doe, “Seven.”

Although they had quite a different purpose from the homicidal “John Doe” character from David Fincher’s thriller “Seven,” this is probably what the folks from advertising agency Wieden + Kennedy, the one behind Old Spice’s latest marketing campaign, must be thinking right now.

The social media onslaught, in which the Old Spice guy – as actor Isaiah Mustafa, which starred in most of Old Spice’s recent commercials, has come to be known on the Internet– has ended today. In his final tweet and video, Mustafa says that “like all great things this too must end.”

And then he catches a giant fish that falls from nowhere.

In this amazingly well run campaign, the team behind it managed to engage half of the Internet, and provoke almost unequivocally positive results from social media sites such as Reddit and Twitter. Hell, even the comments on YouTube were overwhelmingly positive – and that never happens. The Old Spice Twitter account accumulated tens of thousands of new followers; the YouTube videos amassed hundreds of thousands of views.

See full article at: Old Spice: The Archetype Of a Successful Social Media Campaign.