July 15, 2010

Why 'Old Spice' is the new Social TV

Assembling a team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday produced 87 short comedic YouTube videos about Old Spice, the award winning Wieden + Kennedy ad created for P&G's Old Spice brand starring actor and former NFL athlete Isaiah Mustafa. They have leveraged YouTube, Twitter, Facebook, Reddit and blogs to create the kind of buzz strategists can only dream about.

The online Old Spice team has a community manager, a social media strategist, a couple of technical people, a producer and they've built an application that scans the Internet looking for mentions that allows the team to look and respond to social influencers in real time. If you tweet @OldSpice a question, he’ll make a video. In the last 24 hours, we count 117 new Old Spice videos. Every one in response to a Tweet. Like this one to Twitter co-founder Biz Stone @biz

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