Old Spice‘s spokesman, Isaiah Mustafa, seems to have captured the hearts and minds of both consumers and internet marketers recently. Their innovative use of Twitter and YouTube has set a new example of how to market through social media.
Out of a Portland, OR studio, Isaiah speaks out to people on a very personal level, standing in a bathroom, clad in a towel. People tweeted questions, requests and comments to him, and over a hundred of them received personalized YouTube videos in response. One fellow even asked him if he would ask his girlfriend to marry him (the boyfriend, not Mustafa).
Isaiah recorded videos directed at Lisa Barone (who expressed very well, her appreciation of Old Spice’s innovation), Perez Hilton, Alyssa Milano, George Stephanopoulos and Huffington Post, to name only a few. As of a few minutes ago, the Old Spice YouTube channel boasted 92,636,782 upload views.
I think we can safely call that viral!
Whoever can claim this campaign as their brainchild deserves some serious reward! I doubt even they expected the level of response elicited. The techniques utilized, in order to be able to post real-time responses, I can’t imagine, but the vision to put it together… phenomenal!
Kudos to Old Spice, their internet marketing guru(s) and to Isaiah Mustafa, for giving birth to an internet marketing sensation such as we have never seen before.