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Summary:

The Wieden + Kennedy-powered social media blitz featuring actor and former football player Isaiah Mustafa posted over 180 video responses to comments on Twitter, Facebook, Reddit, YouTube and elsewhere, accumulating a total of 5.9 million views and 22,500 comments in the campaign’s 24-hour time span.

oldspiceking

Hey, you. Yeah, you, Old Spice. Guess what? You win.

According to Visible Measures, the Wieden + Kennedy-powered social media blitz featuring actor and former football player Isaiah Mustafa posted over 180 video responses to comments on Twitter, Facebook, Reddit, YouTube and elsewhere, accumulating a total of 5.9 million views and 22,500 comments in the campaign’s 24-hour time span.

This means that in one day, Wieden + Kennedy came close to matching the views on the previously released Old Spice viral ad (in which he is on a bike), which came out on June 29. The original ad, posted on February 4, is currently at 13.3 million views.

However, while Old Spice wins, in the long run it’s not hard to be a little concerned about what effect this will have on other social media campaigns, which might feel the pressure to compete — and fail. Probably the only people to not find W+K’s campaign delightful, in fact, were competing marketing companies who know that similar efforts will be demanded of them. But is this reply-blitz concept replicable — either by W+K or another company?

Personally, I don’t think so, at least for a non-Old Spice brand: Mustafa’s charm, W+K’s endless creativity and the amount of positive buzz that the campaign had prior to the blitz’s launch seem like essential — and non-replicable — elements.

But what do you think? The comments are an awesome place to share your thoughts.

Related GigaOm Pro Content (subscription required): The Dos and Don’ts of Social Media Marketing

  1. I’m stoked about this. Viral campaigns have gotten more and more tedius in terms of how much effort the user has to put in(finding clues etc.) This is simple and entertaining. Stoked to see what happens next from them or anyone else trying to compete.

  2. I wish there was an easy way to see how a successful viral marketing campaign like this one directly impacts the bottom line.

  3. Old Spice did things right, that’s what it is. Congrats to you Old Spice, you have made the right choices.

  4. Amazing campaign. I’m still watching them and discovering new gems.

    Quick correction: The campaign lasted for 3 days.

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  7. There’s one element of the Old Spice campaign you forgot to mention: good luck. A talented agency + charming spokesperson does not automatically equal positive buzz, which in turn does not always translate to views and virality.

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    [...] — it has more than 70,000 Facebook fans, after all. So does this mean we can prepare for an Old Spice-esque blitz of YouTube replies? Perhaps with Conan in a towel? (Please say yes. Wait. Hmmm. Maybe say [...]

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