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Summary:

180 or so videos later, and the Old Spice Guys is still going strong, recording personalized clips for anyone from Kevin Rose to Christina Appelgate, and clocking some 60 million views in the process. But what is the secret to Old Spice Guy’s viral success?

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Kevin Rose, Alyssa Milano, George Stephanopoulos, 4chan and Demi Moore are only some of the people that have received a personalized video from the Old Spice Guy, whose viral campaign has been a runaway hit online ever since it started early yesterday. But how is the team behind the campaign producing all these videos in near real time?

Marshall Kirkpatrick wrote a great story about the inner workings of the campaign for ReadWriteWeb, explaining how it’s a team effort of writers and social media wizards who keep scouring the web for new tweets and comments. Kirkpatrick, who previously consulted for Wieden + Kennedy, the agency behind the campaign,  got some good quotes from Iain Tait, the agency’s global interactive creative director, but this one seems to sum it up the best:

“Those people are having more fun than I’ve ever seen anyone have in a shoot like this. That’s part of why it’s doing so well. It’s genuinely infectious.”

Amen to that. And maybe this is the real key to the Old Spice Guy’s success. Countless agencies try really hard to make video go viral. But if you look at the original viral videos from David after Dentist to Evolution of Dance, then you’ll find that those videos are first and foremost about people having fun, and not about trying hard. And yes, the Old Spice Guy would probably be the first one to say that he doesn’t have to try hard at all…

  1. Marshall Kirkpatrick Wednesday, July 14, 2010

    Thanks Janko, it’s an honor to be cited on your beat.

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    1. You are very welcome, it’s a great story.

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  2. What?

    That video was so pointless and stupid… Welcome to the interweb.

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  3. [...] to Visible Measures, the Wieden + Kennedy-powered social media blitz featuring actor and former football player Isaiah Mustafa posted over 180 video responses to [...]

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  4. Is this the best viral campaign ever?!?

    http://www.epiphanysolutions.co.uk/blog/old-spice-vs-meerkats-best-viral-campaign-ever/

    Personally I love it. Ticks all the boxes for both the client and the target market. Two thumbs up Old Spice. Bye-bye Mr Meerkat!!

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  5. [...] The Secret to Old Spice Guy’s Viral Success [...]

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  6. [...] Achieve viral nirvana.  What would it be like to deliver to the world the law firm equivalent of the The Old Spice Guy? [...]

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