Thursday, February 17, 2011

Old Spice Guy Is Back--Quietly

I just linked my post-Super Bowl post to a detailed report on the effectiveness of the ads themselves and their impact on social media by agency ymarketing. The social media aspect wasn't particularly clear during the game, but it appears to have been considerable. I'd encourage you to read the report for yourself.

Likewise, the return of the Old Spice Guy on the day after the Super Bowl did not generate the buzz of the first outing last summer. Still, Ad Age reports a huge number of video views. That makes sense for at least 2 reasons. First,Isaiah Mustafa is just as hunky as ever--see the most recent ad below entitled Scent Vacation. Second, the campaign has a huge following. The ad below has gotten almost 2.5 million views. If you watch it you'll also get access to the I'm Back and Phone Call videos that were part of the effort to develop Super Bowl buzz. That part seemed to have gotten lost in the Super Bowl hoo-haa, but the campaign itself seems to be flourishing.

What does all this show? The report says that ad tie ins with social media do bring visitors. Old Spice seems to say that if you have a campaign that's working with the target market, stick with it!

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