Wow, this campaign is on fire. Everywhere you turn people are talking about the recent launch of the newest Old Spice campaign. Yesterday I saw some of the videos in my Facebook stream. And then last night I saw the brilliant TV spot during the MLB All-Star Game which reminded me to look at their Facebook page and Twitter pages this morning.
If W & K is producing these videos in real time and using Twitter posts and other posts to make the spots they have broken some new ground in the new marketing world.
This is the campaign of the future and it's fun to see it evolve over time - or the last 48 hours or so. Put a comment up on Twitter and then have the brand respond back to you with not just a comment but a video answering your question. Would love to have been in the room as this concept took hold. How cool must it have been to present and sell this to P & G?
Hats off to W & K for the idea and P & G for the foresight to say move forward.
Although Old Spice has been smartly re-positioning the brand over the past couple of years I really think this campaign will provide the rocket fuel to change every one's perception of this brand that has been around for a long time. I grew up with the Old Spice "whistle" campaign and frankly it was a yawner.
This new campaign totally takes the brand to much more modern and hip place and is a brand that now appeals to the young male audience. Good idea to grab them young and create a lifetime customer.
It's campaigns and work like this that make this an exciting business.
So who's next? What brand is going to do something so spectacular that the next wildfire is lit.
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