Old Spice to Release New Videos to Just One ‘Superfan’
Most women and gay men get a little flushed by the recent Old Spice campaign, and now their 2011 campaign will see its new videos released to one fan and one fan only.
Marketing and business students get a little hot and flushed when they talk about the recent Old Spice campaign. Come to that, most women and gay men get a little flushed by the recent Old Spice campaign. I will myself admit to giggling like a schoolgirl after watching the newest video launching their plans for 2011, so much so that I didn't really catch what was being said and had to re-play it immediately.
2010's 'Smell Like A Man, Man' campaign did a pretty remarkable thing, transforming Old Spice from that weird stuff your Grandad had been wearing since the '50s to one of the most talked about products around, as well as the most viewed ad on YouTube at 24 million plays. But they're not done with us yet.
The brand have just released plans for their 2011 campaign, which will see its new videos released to one fan and one fan only. Old Spice is currently trawling the internet for a 'super fan' with a large online social network, who will be issued with the task of making the video go viral. Clearly Old Spice's agency, Wieden+Kennedy, is recognising and exploiting the importance of social media in their last campaign, and you can bet whoever they crown the 'super fan' will have so many Facebook friends by the end of it they won't know what to do with themselves.
[Via PSFK]
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