Look at your marketing campaign, now back at Old Spice's. Sadly, your campaign isn't Old Spice's.
The company took its well-produced marketing campaign, and its baritone-voiced star Isaiah Mustafa, online, targeting social news sites Digg and Reddit, both known for their ability to generate traffic and buzz. One video is effectively a "Get Well" card for Digg founder Kevin Rose, while the rest answer questions posed by Reddit users.
The campaign could be a prototype for creating video with high production values for the Internet, as SnarkMarket's Robin Sloan writes. Advertisers would support content producers (an advertising agency, in this case) who offer high-value content that is enjoyable on its own. It's not exactly a new idea, but the Old Spice campaign has something going for it: it's been particularly effective and people don't seem to be tiring of the dead-pan Mustafa.
In one video, Mustafa responds to Reddit user robotjox, who asks:
'If you could meet one great historical figure then arm-wrestle them while singing opera, who would it be?' That's easy. Genghis Khan. Because he died like 5,000 years before opera was even invented. And when he hears the soul-enchanting tones of Wagner streaming out of my phonics funnel straight into his face, his quivering arm will become overcome with emotion and literally peel off his body like a leaf from a freshly steamed artichoke that I will dip in melted butter and sage and feed to the Mongolian wolves.
Enough talking. Here are a couple of clips, with titles I made up:
Update 10pm EST: They keep coming. Check out the Old Spice YouTube page for a comprehensive list of the videos.
Arm-Wrestling Genghis Khan
Buffalo-Style Pegasus Wings
Smell Like Fighting and Space Shuttles