Online Opinion

Check out the direct responses:

http://www.youtube.com/user/oldspice#p/u/180/0Cs95FmimP0

And he’s on a boat!:

So… Is it a success? Well clearly it is in the online space. Why?

1. a bloody great idea in the first place, well executed (launching in the SUPER BOWL!). gives a platform to do more good shit. which they did, with the more recent tvcs.
2. the campaign has got pr from winning at cannes, which gets more online attention, which breeds more viral attention beyond industry. and which ensures more budget is allocated to promoting it.
3. so there’s a bunch of buzz on twitter, etc… because they’d done stuff well enough to get talked about at the pub, or wherever. so they ramped this up with the new sponsored message stuffs on twitter, and facebook & yahoo answers. (so this is paid for ads, essentially). this is where the recent spike is from.
4. then they did these video responses to loads of people, but especially to the popular bloggers and tweeters (like ryan seacrest and perez hilton), which further links them into the digital discourse.
5. google updated it’s algorithm recently to further prioritise information currency, meaning twitter and blog posts have the potential to be more important.

So it started as a promoted trend, and became a natural one. Brilliant
success story.  I especially love that fans have gone and made a sound board too. And all based on making good content in the first place. Are the brand owners out there listening?!

But the real question now is will it translate into sales?