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. Here's how it's going down.
(via RWW)
-o-o-o-
I always appreciate great marketing, possibly because I hate it en someone tries to sell me something on bogus claims, hype, or just plain boring statements. Call me a product of the instant-gratification generation, but if a campaign is clever and exciting, I buy straight into it (examples here, here and here).
Enter the Old Spice commercials. The TV ads were a smash hit. Then they launched (and rapidly ended) a string of real-time viral responses, which was incredibly successful and remarkably brilliant. The article is definitely worth a read, as you see just how much effort went into creating these commercials back to back while promoting a brand without shoving it down your face.
Old Spice FTW.
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