Old Spice Social Media Blitz: 5.9M Views in One Day

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.

[youtube=http://www.youtube.com/watch?v=uLTIowBF0kE]

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

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