Old Spice is 71 years old and to celebrate they’ve not just joined the online world of social media but put newer brands to shame. An old bull teaching the young bulls some new tricks …
Just doing some research and their video content is flying high with over 117,000,000 views but no one is adding the amazing results to the blog ??
Yes we can dig around but there will be a ton of journalists and other interested parties looking for more info and the last post on the website blog was April 9th, talking about some fun games they are developing to promote some new fragrances …
The previous post on April 2nd was how they wanted a bunch of interns to sign up and be given $5k to go and wander around Fiji ! Had I known I’d have put my hand up 
“As part of their job requirement, the interns will be capturing photos/video and reporting on their scent-inspired adventures in Matterhorn and Fiji, through a number of different social media channels. Each intern will also be outfitted with $5,000 [...]”
It’s a touch life … excellent … I guess rather than posting on the blog they must be off talking to their 750,000 Face Book fans and 99,000 Twitter followers …
As I understand it the world is invited to comment on the YouTube videos via Twitter and Face Book and Old Spice respond by having a herd of hunky chaps just waiting to respond with a new video via YouTube to the 150,000 registered viewers and the other 10,000,000 that have simply popped in to see what is going on.
Old Spice was for old sea dogs in the 80’s, Brut was getting all the media coverage with Henry Cooper “splashing it all over”.
With the way this campaign seems to be appealing to women, who knows, in these role reversal days, the ladies could be splashing the spice all over !
Word is that sales have doubled with this campaign which is great news for the agency involved.
Excellent example of how social media can be used to spice up the life of a product that has been around the block once or twice.
I’d simply add that they shouldn’t ignore the more “traditional” media channels like the good old blog as it’s where we are attracted to find the fist cut of what’s cooking.
February 14th, 2011 by Inspiro Creative Communications