Old Spice

Internal Meeting July 2010

Something Cool...

Something Cool... Old Spice

• Advertising Heritage• Feb 2010: “I’m on a horse”

– 19m views– Wins Film Grand Prix @ Cannes

• July 2010: “I’m on a bike” – 7m views

I’m on a horse....

Old Spice Responses

• 13 July: Old Spice Responses

– Seed social networks with question invitations– Research and investigate response / key players– Gather together:

• Small fim crew• Social media marketing staff• Scriptwriter• Technical resource

– Produce over 180 video responses almost non-stop over 2 days

– Realtime vids – conversation takes place– Takes on dangerous territory e.g. 4chan

• Agency: Wieden + Kennedy

Establishing authenticity

Reddit response

Created within hours...

Reddit Goes Mental – voicemail discussion only

Campaign Results

In 3 days:• 5.9 million views, 22500 comments• Sales dip?