Old Spice's Textbook Campaign

via adweek.blogs.com

Last night W&K released their official case study vid. To be honest, a few months back, I liked the campaign but didn't think it was anything out of the ordinary - let alone "Grand Prix" Cannes material.

The brand's 'Response Campaign' changed my mind.
In a never heard of feat of brilliance, the brand decided to capitalize on the buzz and conversation the campaign had generated on the web and launched a three day blitz that started with a direct appeal from 'The man on a horse' to twitterers to send him questions to which he would respond with a personal YouTube video.

The genius of the team of copywriters, 'digitalistas' & co.was that they did not necessarily pick web-celebs to launch the campaign. Instead they chose people like you and me, with limited followings but a great affinity to the brand - people who had already blogged about the campaign a few times or twitter commented.

Within three days they sent over 188 tweets. That’s almost 4 tweets an hour non-stop for 50 hours. And here’s the stunning thing. Of those 188 tweets, 178 included a You Tube link with a video response to someone who had interacted with the brand in those two days. The replies included a marriage proposal, a Gillette promo, a get well message to Kevin Rose and much much more.

And after three days that drove the internet into a frenzy 'The guy on a horse' said thank and goodbye. OldSpice had managed in a matter of days to grab hold of 75% of all conversations in the category (half of them from women), score a 1.4 billion campaign impressions with a total of 40 million video views after the first week and a sales increase of 107% in the last month!

So why do I love this campaign so much? Because besides the mind blowing numbers this campaign has achieved, it is a textbook example of so many things we have been speaking about over the last year or so - from creating 'Spreadable Media' and moving a brand from mass culture to pop culture by creating social currency right down to 'Agile Marketing' and 'Propagation Planning'.

Wow guys! You really nailed it!

For a complete review of the campaign timeline and break-down of campaign stages I suggest you go here: http://www.alwaysozmatt.com/old-spice-a-case-study-0

Posted via email from trendspotting's posterous

Old Spice ‘On A Horse’ Guy Replies to Tweets On Youtube

via socialfresh.com

The Old Spice "I'm on a horse" campaign just got smokin' hot: Answering tweets with wacky vids on YouTube.

Many of my friends have adopted the "I;m a a horse" motto...to describe a wide range of situaions and while I liked the commercial, it didn't go much further than that.

Now I think it's brilliant. The commercial which started out as very likeable has just become very remarkable and very sharable. Old Spice with the help of W&K have turned a very “sharable” campaign and made it “social.”

They are now tweeting in the voice of the commercials and with the actor from the commercial as the avatar. This is great integration.

And to take it a step further, they are now shooting personalized Youtube responses to messages on Twitter. Check it out and tweet something to @OldSpice.

My friend shot a message out on Twitter the other day about how he loved the new Old Spice commercials. and it was pretty cool when he got a reply message on Twitter in character from the @OldSpice account.

Doing a commercial style Youtube reply? That takes things to a whole other level. THIS is remarkable stuff.

Posted via email from trendspotting's posterous

VW FUN THEORY

via ddb.com

This is definitely one of my favorite campaign this year.Volkswagen's "Fun Theory" is nothing short of remarkable, disruptive thinking. The amazing thing about it is that it spread and made lots of other people search their brains for ways of making chores fun.
For more on Remarkableness and Spreadable media, click here and here.

Posted via web from trendspotting's posterous

Web Video Thunderdome - SXSW 2010

via slideshare.net

Bud Caddell and Mike Arauz put forward a knockout argument for creating viral spreadable media in just six moves. This is a session they gave at last weeks SXSW Event in Austin Texas. And although there is no magic formula for creating spreadable media, there is some extremely well placed advice:

1. Be remarkable:
If you are going to do something, do it VERY well. “What is going to work” is absolutely unpredictable, so you must be doing something special.

2. Play on past successes:
Look at what spiked on the web and do something new with it.

3. Use the web to tell more complex stories:
You can use the web to tell stories that couldn’t fit inside a 30 second commercial. The best advertisers tell really great stories. Tricks can catch people’s attention. When you combine those two things, magic happens.

4.Collect your fans:
Use the web to grab an audience and keep talking to them without having to put together another buy. Don’t stop talking! It’s a commitment to open a channel and keep the conversation going. This takes time, but the exchange is a solid foundation. The moment you have people caring about what you are doing next is critical.

5.Invite participation:
The ability to remix, mashup, and recut videos is becoming more ubiquitous. Viewing, rating, commenting, sharing, copying, and performing.

6.Start small riots:
Find communities that feel passionate about something and build content for them (e.g., people who like to watch really bad auditions for American Idol). Court communities like constituencies: recognize who they are, understand what they care about, their motives and interests, and what their social currency is. (Summary courtesy of almostdaniel.com)

Posted via web from trendspotting's posterous