UPDATE: Old Spice Guy Creates Custom Videos for Fans, Campaign Breaking Viral Records!
UPDATE: The activity around the campaign just keeps this train hauling down the road to becoming one of the best viral campaigns for 2010…recent stats updated @ 3p.m. PST.
Twitter: More than 47,000 total followers & counting… (averaging 3-6 new followers a second!!)
YouTube: Currently the #1 viewed YouTube channel so far today; & because they are a YouTube sponsor – they are currently #1 in the sponsored channel rankings for (month, week and today); see more stats below:
#4 – Most Subscribed (All-Time) – Sponsors
#1 – Most Viewed (Today)
#1 – Most Viewed (Today) – Sponsors
#35 – Most Viewed (This Week)
#31 – Most Viewed (This Month)
#1 – Most Viewed (This Month) – Sponsors
#3 – Most Viewed (All Time) – Sponsors
Social Media Mentions (Blogs, Micromedia, Facebook, Videos, Images, Forums)
As of last night, the total mentions were around 6,500 as of 5 p.m. PST – people went home, ate a little dinner and continued to watch as it totaled a number of nearly 10,500 mentions, which broken down ended up looking like this:
Tweets – 8,300+
Facebook – 1,300+ status update mentions
Blogs – 660+ blog articles (mentions)
*The other neighborhoods gathered data as well, but these were the valuable mentions Old Spice received via social media.
As for today, the volume is continuing, as it is getting an amount of mentions across the social sphere that brands normally pay top dollar for. And this is not to say that Old Spice did not, I am sure that two-full days of a crew filming, paying the Old Spice guy, editing videos, posting, responding and monitoring their profile activity continuously – yes, it takes dollars to do that; but the return in new social media relationships, brand awareness and the amount of advocates they have secured to work for them in just 36 hours by posting Old Spice mentions to their social media profiles & blogs – not to steal this from anyone we might know (clear the throat…) - Priceless!
Old Spice unlocked a bit of brilliance today as it started a 2-day marathon campaign that is mentioning random bloggers, fans and internet folk that mention or message the Old Spice social media profiles a question.
Since this morning, the Old Spice crew have been at it – recording a bevy of responses to users’ requests that is resulting in quite the viral explosion Old Spice and there ad agency were hoping for.
The day started with this tweet:
Since then, the Old Spice crew has lit the social media trail – seeking out responses left on YouTube, Yahoo! Answers, people that have tweeted him all day @oldspice, even responses left on Reddit where one of the initial call for videos were left this morning by Old Spice when the campaign kicked-off.
As other bloggers have posted all day long, this campaign touches the levels of brilliance! Old Spice walked away from Cannes a couple weeks back crowned the ‘darlings’ of the festival – taking home X awards. And to launch a customized campaign to this level of detail – reaching out and responding to ridiculous questions and comments on the fly, using the figurehead of the campaign – it’s hard to outreach much better than that.
Not only does the campaign reach out to key bloggers and very influential persons, who have in return, responded in some manner via Twitter, Facebook or even their persona blogs to boast of the actual mention, but it also reaches the likes of less prominent individuals who can now be made more aware of Old Spice. This type of marketing is rarely done, as costs and normally the iconic figurehead are not in a place to do so. But, take a shirtless dude, Old Spice guy Isaiah Mustafa, have him mention actual users in quick :25 second videos – and have some of the most influential people in social media talk about you in some manner – brilliance.
As for results, hard to measure accurately as the campaign is still ongoing, it is interesting to see where they stood just a day ago and where the ‘buzz’ is today.
On July 11, they had 3, 271 followers. Then, on July 12, they had 11,279 followers. The following day, July 13, at 6:15 p.m. PST, they had 20,561 followers. wow.
NOTE: To help enhance the campaign, Old Spice did work with Twitter to be a Promoted Trending Topic, showing up on Twitter all day long as a Promoted Topic. (This helps push your follower count a bit as well… 
)
Social Sphere
According to @radian6 – Old Spice has exploded as well with a tremendous return in social activity when analyzing blogs, Twitter, forums, image and video sites, as well as Facebook – we see almost 6,500 mentions at 5 p.m. PST and growing, quickly!!
In the end, this idea was genius and it will be interesting to see where it leaves the brand at the close of day tomorrow. My guess, it’s not going to ignite the shelves with more sales of Old Spice, but will lend the brand a solid increase in social media buzz…
