An article late last week on BNET noted that the hilarious viral videos that Old Spice put out recently in tandem with ad/marketing agency Wieden + Kennedy, showcasing The Old Spice Guy (former NFL player Isaiah Mustafa) responding to celebrity and fan tweets, e-mails and other social messages to instantly create one-hit wonder viral videos actually did very, very little in the way of boosting Old Spice’s sagging year-over-year sales. Continue reading
Of course you have.
Now it is apparently time for you to learn from it, as you undoubtedly hope to be the next Old Spice-like thing that all the kids are talking about on the internets. But I’m going to go out on a limb and say it is very unlikely that Old Spice’s success can be replicated by you, or anyone. And I’m not saying that because I think Old Spice’s campaign was some perfect storm that wasn’t meant to take off like it did; it was clearly a well-engineered piece of awesome. And I’m not saying that we’ll never see a wildly popular campaign like this ever again; we will. But it won’t be anything like the Old Spice campaign because we’ve already seen that. Continue reading