In 2010 Old Spice unleashed a commercial featuring a shirtless actor named Isaiah Mustafa who became famously known as the old spice guy turned into a viral video sensation. In case you missed it, check out the original commercial here:
Recently a new Old Spice commercial has been released, and below is a video with a behind the scenes look at what went into creating the 30 second spot. Looking back on what Old Spice was able to accomplish with Viral video marketing, it is important to point out the great decisions they made.
First and foremost, they created the original commercial, which was funny, clever, and garnered multiple viewings once it was put on Youtube. After that, Old Spice capitalized on this success by filming short clips of the Old Spice Guy answering questions sent to him via Twitter. These weren’t questions sent by anyone however. The Old Spice Guy was creating video responses to famous people such as Ashton Kutcher and his wife Demi Moore. In the Twitter world, Ashton Kutcher has about 6 million followers, which means that when he tweets about the Old Spice Guy responding to his question, a lot of people are going to see it and then watch the video. In doing this, Old Spice used celebrity Twitter user to generate an enormous and invaluable amount of free advertising.
The is just one of the many success stories of online social video marketing and just another reason why it is important to have an online video presence. What’s great about Social Media is that it completely blows open the box of traditional TV or radio advertising. The sky is the limit as far as what can be possible in marketing business of all sizes.