The world is currently loving Old Spice's 'The Man Your Man Could Smell Like' marketing campaign, and I, for once, think the acclamation is richly deserved.
Just in case you have been living on an island for a month, here's what it's all about. The campaign kicked off with a wonderfully quirky, single-take TV ad starring Isaiah Mustafa (no, me neither — an ex-American football player apparently) as said TMYMCSL, which was so unexpected, witty and beautifully executed that not only did it win the biggest award in advertising, but it went genuinely viral on the internet generating more than 15 million views. The end line, "I'm on a horse", even became a minor meme in its own right. But that is only half the story.
Brands have had viral success with TV spots before, and there is a sense that the creative team simply congratulates itself and waits for the pay rise. When all's said and done, it was still a rather one-way transaction between the brand and the audience. No one had really managed to take a burst of internet interest and turn it into something much more resonant and long lasting... Until the Old Spice guy announced himself to be "on the internet" and invited the online world to play with him.
How it worked was that the bare-chested MYMCSL was shut in a studio for three days to make quick-response video messages. These were sometimes proactive, aimed at key members of the internet community (such as a get well message to Kevin Rose, the influential founder of Digg), and sometimes responses to comments already left on his videos. More importantly, he invited anyone to send him questions or requests via Twitter, board posts or other social media channels. The team behind the camera then picked the most interesting input and shot clever and funny personal responses delivered by the super-smooth character. Even his real-life daughter tweeted and he responded to her via the channel. The character came to life and the internet absolutely loved him for it.
The proof is in the views, buzz and overwhelmingly positive response from even the most vehemently anti-advertising parts of the internet. The Old Spice campaign generated over 150 videos, all of which have garnered hundreds of thousands of views, and some several million. There has been a genuine proposal of marriage. Major celebrities (Ashton, Ellen, Perez) have been in contact and been responded to. The notoriously hard-nosed Reddit asked for TMYMCSL to record audio it could use as voicemails on its mobiles... he obliged almost straight away with various funny and sexy lines. Reddit's response within an hour was to create an online application that allowed everyone to make their own bespoke message (have a play - http://oldspicevoicemail.com).
This is audience and brand working together at their best, a genuine exchange resulting in the community not only creating a valuable campaign asset (most agencies would charged handsomely for the idea and the production of such an app), but also offering up its own answerphone messages as an advertising channel. It's truly extraordinary brand advocacy.
So how did they get it so right, and why can't other brands do the same? Well, there are a few factors here. First, Old Spice (through Wieden & Kennedy) had created a character and campaign that was iconic and entertaining and in which the product fitted in a sympathetic way. Second, they opened themselves up to real interaction with the audience in real time. This is brave because the lawyers can't sign off every response, and you never know if the net will turn against you (it can be a scary place for a brand). Third, they managed to make genuinely entertaining pieces of content in a very short amount of time, which proved that the people behind it all understood and loved the internet. Unlike so many brands playing in this space, they did not come across like Dad dancing at the disco.
For me, this is the new face of internet viral marketing. The simple YouTube video feels rather old hat now. The net today is about instant communication, Twitter, Skype, IM and message boards, and brands need to take the plunge and really engage their audience on a personal, intimate basis if they are to prove their story and relevance. The rules are still being created, and many will do it horribly wrong, but Old Spice has shown us one way forward. It makes me more certain than ever that marketers need at least to try something new because to ignore this world is death on a stick.
To find out more about The Viral Factory visit theviralfactory.com
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