The campaign was created by agency Wieden + Kennedy and went viral instantly. How? Take a look at the recipe for success:
1. the freedom that the writers were allowed enabled them to upload new videos in real time- the anticipation of a new video made viewers want to keep watching what was coming next.
2. the personalization of interacting with real people on twitter. - although unlikely that Old Spice Man would mention you, the fact that he did mention actual people (186 to be exact) made you feel hopeful of the possibility and connected to the campaign. Afterall, he did deliver a marriage proposal to two randoms. @Jsbeals can now go down in Twitter fame.
3. it was hilarious.- This "man freshener" brand has always been at the butt of a joke and the creative team just went with it. The character "Old Spice Man" brought the brand to life in an exaggerated way. He is smooth, he's clean, and he swan dives into jacuzzis.
4. Was it even an "ad"? - The videos were mainly channeled on "an internet": Twitter and Youtube. The line between entertainment, advertising, and parody was blurred and made you actually pay attention, when you would normally skip thru or tune out a traditional ad. It also made you want to share the video with others.
Follow OldSpice on Twitter. View the top 10 Funniest Old Spice videos on Mashable
For another hilariously successful ad, check this and for the top 10 social media campaigns, check out this.
