Old Spice Man Is Horsing Around On Social Media

from the i'm-on-a-horse dept

When we last saw the Old Spice man, he was on a horse, and demonstrated how a brilliantly clever ad could attract its own viewers, instead of trying to divert attention with an annoying or distracting ad. In the five months since the ad first aired, the ad has collected nearly 13 million views on YouTube and was also awarded the Grand Prix for film at this year's Cannes Lions International Advertising Festival.

The Old Spice man is back, and once again, showing that he truly gets how to engage with his audience. Starting Monday, he began posting video responses to various Twitter, Facebook, and other social media commentary, oftentimes resulting in hilarity. Most of the over one hundred responses have been posted within a few hours of a tweet or comment, which is a blistering pace for an ad campaign with a traditional CPG company. My favorites are his response to Alyssa Milano and the one where Twitter user jsbeals asks Old Spice man to propose to his girlfriend for him:



Ad agency Wieden + Kennedy hit it out of the park again with this ad -- they were able to craft an infectiously viral ad campaign, while at the same time incorporating the brand as a key part of the message. After all, he's not "I'm on a horse" man, he's the Old Spice man. That said, while such a campaign may definitely drive awareness, awareness may not necessarily result in sales: according to SymphonyIRI, sales of Old Spice Red Zone (the product featured in the ad) actually dropped 7 percent.

Then again, surely jsbeals will be buying a few cases of Red Zone in appreciation of the help from Old Spice man (his girlfriend accepted the proposal).

Filed Under: advertising is content, commercials, content is advertising, i'm on a horse, old spice


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  1. identicon
    Anonymous Coward, 14 Jul 2010 @ 8:57am

    Re: Re: Re:

    "The content was already purchased from the ad company, and instead of having to pay for more advertising fees on the airwaves it's now using free social media services to do the same thing - reach an audience."

    To help clarify what I mean by 'no cost' is the price necessary to obtain these new outlets \ services after the initial investment was made for the product (in this case the ad).

    The comment had more to do with the specific case of taking the "I'm on a horse" video (initial investment) and simply uploading it to YouTube where it received an additional 13million views - which is pretty significant and worth taking note for something that came at 'no cost'.

    ["But to upload a video costs money for bandwidth" - True, but the bandwidth comes from the companies network which would be deemed another initial investment, or more likely all was needed was authorization and someone else did the uploading.]

    Furthermore setting up any Facebook or Twitter accounts to gain followers and offer special deals on products (more sales) will only cost whatever they pay someone to manage them (probably the same ad company). Compared to the fees it would take to do the same in a Radio, Television, or Print advertisement the social media outlet is a much much cheaper solution, and lends itself to more 'no cost' options.

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