By Joe Pulizzi published July 14, 2010 Est Read Time: 2 min

Old Spice Man Makes a Social Media Impact with YouTube Responses

My friend Mike Balzano shot me a note this morning that I had to check out what Old Spice was doing on its Twitter account.

Then, thirty minutes and about 20 videos later, I started writing this post.   And, I actually feel like buying some Old Spice now (okay, I’m now officially my dad).

That’s how amazing Old Spice’s social media is.  Here’s some background. Playing off the popular TV commercials, muscular Old Spice man is responding personally to comments on Facebook, YouTube and mostly those on Twitter.  As of writing this post, the Old Spice YouTube channel is #1 in the US for total views.  Pretty powerful stuff.

TechCrunch reported yesterday about Old Spice man’s response to Digg founder Kevin Rose, who tweeted out that he was sick.  Here’s the response:

Kevin then responded to his over 1 million followers:

HOLY SH*T, best get well video EVER from the old spice man!:http://bit.ly/dpSeOs

How about this hysterical reply to Alysa Milano?  And, it’s not just celebs that are getting the more than 100 personalized video responses.  Check out this response to Mason Vail:

It needs to be noted that the writing is utter genius.  I’m literally cracking up after each one of these.

What do we know so far?

But three main questions keep coming up:

  • How long can Old Spice man keep this up?
  • How about the writing team?
  • Will this, in the end, sell more Old Spice?

If Old Spice can show an impact, ultimately, in sales, you can bet we’ll see a flood of brands move even more into this area.  Hats off to Old Spice for trying something new, especially the smart integration between traditional and social media.

Hey Old Spice man, if you’re listening, here’s my question – “Does wearing the color orange AND Old Spice make you even more of a man?”

Below is a sample of the original TV commercial.

Author: Joe Pulizzi

Joe Pulizzi is the bestselling author of seven content marketing books including his latest, Content Inc. He has founded four companies, including the Content Marketing Institute (CMI), and his newest venture, The Tilt. His podcast series, This Old Marketing with Robert Rose, has generated millions of downloads from over 150 countries. He is also the author of The Random Newsletter, delivered to thousands every two weeks. His Foundation, The Orange Effect, delivers speech therapy and technology services to children in 35 states. Follow him on Twitter @JoePulizzi.

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