In today's day and age, even the most clever viral marketing campaigns, most of which are driven by humorous, entertaining, and engaging online videos, have a relatively short shelf life. They generate a huge volume of buzz, consumer interest, sharing, and views within a short period of time -- usually 2-4 weeks -- and then flame out once users have gravitated to some other campaign (i.e., the next big thing). It's sort of like the online video version of the box office merry-go-around: a new release tops the list at number one in the first week based on massive studio promotion, and then the audience drops off sharply, oftentimes as much as 75%, in subsequent weeks.
Of course, there are exceptions to every rule. Case in point: the current viral marketing initiative for Old Spice, designed by award-winning ad agency Wieden + Kennedy, which has generated a tremendous amount of online chatter and traditional media coverage in the last week. Yeah, I know...that Old Spice, which your father and grandfather used to wear. Why is this an exception? Because the concept, featuring a handsome African-American dude simply dubbed "The Old Spice Guy," or if you prefer, "The Man Your Man Should Smell Like," actually started as a traditional broadcast advertising campaign months ago, as reported here by AgencySpy. Here is an example of one of Old Spice Guy's videos, targeted at, well, everyone:
Of course, there are exceptions to every rule. Case in point: the current viral marketing initiative for Old Spice, designed by award-winning ad agency Wieden + Kennedy, which has generated a tremendous amount of online chatter and traditional media coverage in the last week. Yeah, I know...that Old Spice, which your father and grandfather used to wear. Why is this an exception? Because the concept, featuring a handsome African-American dude simply dubbed "The Old Spice Guy," or if you prefer, "The Man Your Man Should Smell Like," actually started as a traditional broadcast advertising campaign months ago, as reported here by AgencySpy. Here is an example of one of Old Spice Guy's videos, targeted at, well, everyone:
According to this report yesterday in PRNewser, "Old Spice's 'The Man Your Man Could Smell Like' campaign is lighting up the Internet (and 'traditional media') and could perhaps be the biggest viral/social media/word of mouth whatever you want to call it this year." The primary reason behind the increased interest? Just this week, Old Spice, which is made and marketed by global consumer packaged goods and marketing powerhouse Procter & Gamble, began posting custom videos on YouTube which directly address a slew of well-known digital and "real life" personalities. For example, check out the video directed at actress Demi Moore:
How is it all orchestrated? Check out this great piece by ReadWriteWeb for a behind-the-scenes account of how the Old Spice brand management team pulled all of this together in such a short period of time.
And who is the dude playing the Old Spice Guy? None other than former Seattle Seahawks wide receiver and current actor Isaiah Mustafa. When the ad campaing launched in February, Essence Magazine ran a nice profile of the actor.
Stay tuned, here and online, to see how long this campaign lasts, and whether it has staying power with consumers.
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