Comments on: Instant, personal, social and creative on a horse

By: We miss Old Spice on Twitter | Creativity_Unbound

We miss Old Spice on Twitter | Creativity_Unbound — Fri, 15 Oct 2010 19:36:41 +0000

[...] it’s really no different from any campaign with a paid media buy. Presuming you have content and an idea big enough to generate attention. If you do, it can be a heck of a lot less expensive than paying for [...]

By: BBH CCO Kevin Roddy says creative directors need digital help | Creativity_Unbound

Tue, 24 Aug 2010 18:20:09 +0000

[...] and proactively learning as much as we can about what’s possible with mobile, geo, APIs, social media and the very latest technology before we or anyone on our team closes the door to go and concept. [...]

By: We are an industry in flux « Ed Lee's Blogging Me Blogging You | @edlee

Thu, 15 Jul 2010 18:24:57 +0000

[...] are an industry in flux Edward Bochs, CCO at Mullen, on the advertising industry’s rapid pace of change, best encapsulated by that man on a [...]

By: David Lee

David Lee — Thu, 15 Jul 2010 16:39:37 +0000

Although not done in real time, the US Army did video responses to questions submitted on our website about life in Iraq. We used hand held cameras and had Soldiers video other Soldiers and posted the responses on our website. Our goal was not awareness but rather to drive people to our website. It was a big success. Too many people don’t realize that you can be social on your website as well! For more details see: bit.ly/cm6OO8

What we were able to do in real time was to have the first tweet from the International Space Station. (See @ Astro_Tim and @Astro_TJ) This was done by an Army Astronaut. Our use of the Army astronauts generated over 350 televised news reports. Our goal was to reach parents of prospects to let them know their child could achieve their educational goals in the Army.

Old Spice has certainly taken things to the next level.

Would love to be part of the Mullen team and do this for your clients!

By: Bruce DeBoer

Bruce DeBoer — Thu, 15 Jul 2010 02:49:29 +0000

I think we are finally moving into more creatively integrated uses for socially networked media.

My stance from the beginning was that socially networked media will never work in isolation. As a stand alone tool social media is a fad. In fact, isolation is anathema to the whole idea.

Integrated into a cohesive well balanced conversational marketing plan it’s powerful. (Same goes for Crowdsourcing in my opinion).

@7 – Perhaps because the economy hit us hard at the same time social media hit a stride, it was perceived as a cheap alternative to conventional channels, not an enhancement.

By: edward boches

edward boches — Wed, 14 Jul 2010 18:41:36 +0000

A lot I hope. Of course, that had nothing to do with my point. The fact that $$ was behind the idea is what makes it work. My argument is that any idea is better when it invites participation, uses media as connective tissue, and makes someone feel as if a brand is talking to him (or her.)Other point was that all the naysayers were wrong: agencies once dissed Twitter, now they embrace it; social agencies said ad agencies didn’t get it, now those ad agencies are proving them wrong; creative directors who once proclaimed they would never do real time are now doing it and doing it well, at least in this case. Yes, you need a seeded idea, but a seeded idea is only good if it lives on and on and on in different iterations.

By: Dustin

Dustin — Wed, 14 Jul 2010 15:21:36 +0000

I have one question. How much did they spend in traditional media TV, Print, & Online advertising to create the character? Millons, upon millions. Without that primed pump no amount of social media wizbangery makes this idea successful.

By: Kurre

Kurre — Wed, 14 Jul 2010 06:01:59 +0000

He’s not on a horse, he’s on a roll…

By: Darin Kirschner

Darin Kirschner — Wed, 14 Jul 2010 00:39:19 +0000

This is the kind of guerrilla tactic that Social Media is best at and will begin to open up new avenues to. Of course the first ones look amazing and almost undoable, but like old magic, in time will become commonplace. I applaud Old Spice for having the guts to embrace the tech and take the leap. Well executed and eyeball catching. Its sticky stuff, like potato chips, you can’t view just one.

Bravo!

By: Mark Harmel

Mark Harmel — Tue, 13 Jul 2010 23:11:48 +0000

The original spots with him riding backwards on a horse was an example of bad push advertising.

Now with the same spokesman (who a great actor) and some brilliant real-time writing they have a hit.

Makes me wonder about if they were different teams.