The newest pitchman for Old Spice deodorant has leapt through the social media stratosphere.
Now, the quirky-yet-traditional TV spots like this one helped,
but it was the company's decision to respond directly to people on social networks that made all the difference.
You see, Old Spice, owned by Procter and Gamble, used its Facebook and Twitter pages to solicit questions,
and for two days last week former American football player Isaiah Mustafa was on set and in character,
replying with wit no matter how strange the question.
That networking effect allowed this campaign to go viral, giving Old Spice new gusto.
The YouTube channel was pushed to more than seven million views,
with each unique response getting tens of thousands of views.
All of this was the brainchild of Oregon-based marketing firm Wieden+Kennedy,
and it's being viewed within the industry as an outstanding social media success, a textbook example.