Justin ClemensOld Is New Again
By now you've hopefully seen at least one of the 100+ Old Spice reply videos. The approach itself is genius: reply to your fans to include them in the conversation. But if we dig a little deeper it's easy to see that the strategy behind these videos is even more genius.
There are now reply videos for Kevin Rose (which showed up on Digg), Rose McGowan (which she tweeted about), Alyssa Milano (which she tweeted about), Gizmodo (which they mentioned on their site), The Huffington Post (which they wrote an article about), G4tv (which they put on their blog), popular game designer Cliff Bleszinki (which showed up on Reddit), Twitter co-founder Biz Stone (which he tweeted about), Perez Hilton (which he talked about on his site) and the Ellen Degeneres Show (which they added to their site). And in one of the most glorious meta moments ever, Isaiah Mustafa — the actor in the Old Spice commercials, who's becoming a bit of a celebrity — makes a video for himself.
The reason you keep hearing about and seeing these videos is because the media plan behind them is working. Not only are they making individual videos for their fans in order to make them feel special — they're making videos for tastemakers in order to make them feel special, which are then being shared on a variety of media outlets. A bit of flattery never hurt an advertising campaign.
Randall Elliott
Neil Petty
RPPL
Comments [0]