Old Spice has been getting all sorts of praise for its “Man your man could smell like” advertising campaign. The premise is simple: jacked dude explains to women that if their men used Old Spice, they could smell like him—while all the while he is shirtless doing amazing feats (and riding horses… backwards). It’s cracked me up from the start and is absolutely brilliant in its absurdity. Understandably, the ads were instantly viral.
With their new series of ads though, they’ve taken brand participation to a new level. The Old Spice twitter handle is written in the “voice” of the actor, which is funny and is a great way to make the brand accessible. But tweeting isn’t all—the company is also taking the time to individually respond to “@OldSpice” tweets with commercial-style video responses.
So when Kevin Rose, the founder of Digg.com tweeted “i’m considering buying old spice body wash just so they keep making these epic commercials – http://bit.ly/K87jz” while also complaining about a fever in a later tweet, Old Spice guy responded with this:
Absolutely love it. Now, I may not be a marketing guru, but I do think I know funny. And this, dear readers, is funny. Funny things get passed around and talked about. And that, I’m pretty sure, is marketing gold.
So what do you think: Is this an effective campaign? Do you think that as brands look to engage deeper and deeper with their customers we will be seeing more of this direct participation? Or, even more importantly, does a funny, viral campaign even affect sales? Will Old Spice be able to measure the effectiveness of this campaign? Let us know what you think in the comments!