A large amount of ad spend went into the current line of Old Spice adverts. The campaign includes a Superbowl TV ad. Not exactly cheap.
But this week saw the ad campaign do something different and win over a social media audience that included Twitter, 4Chan and YouTube swarms. The ad people recorded scores of live video ads and put them all live over a period of one day, hitting a massive global audience through the social media buzz created. In case you missed how they put it together, courtesy of ReadWriteWeb:"A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday and produced 87 short comedic YouTube videos about Old Spice. In real time.
"They leveraged Twitter, Facebook, Reddit and blogs. They dared to touch the wild beasts of 4chan and they lived to tell the tale. Even 4chan loved it. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. The team worked for 11 hours yesterday to make 87 short videos, that's just over 7 minutes per video, not accounting for any breaks taken. Then they woke up this morning and they are still making more videos right now."
I love the different approach, and how an advert can be made into a story, something that fits in with communities online, and live to tell the tale. I like. Full story is here.