The newest pitchman for Old Spice deodorant has leapt through the social media stratosphere. Old Spice 除臭劑的新任代言人躍上了社群媒體的對流空間。
Now, the quirky-yet-traditional TV spots like this one helped, 像這種古怪又傳統的電視廣告雖然也有幫助，
but it was the company's decision to respond directly to people on social networks that made all the difference. 但真正造成改變的則是該公司決定直接回應社群網路使用者的決策。
You see, Old Spice, owned by Procter and Gamble, used its Facebook and Twitter pages to solicit questions, 寶僑公司旗下的 Old Spice 品牌利用其臉書與推特網頁徵求問題，
and for two days last week former American football player Isaiah Mustafa was on set and in character, 而且美國前美式足球選手以賽亞‧穆斯塔法上週有二天上陣扮演廣告中的角色，
replying with wit no matter how strange the question. 以機智回答各種千奇百怪的問題。
That networking effect allowed this campaign to go viral, giving Old Spice new gusto. 社群效果使得這場宣傳活動轉化為病毒式行銷，為 Old Spice 注入了新活力。
The YouTube channel was pushed to more than seven million views, Old Spice 在YouTube網站上的頻道獲得超過七百萬人次觀看，
with each unique response getting tens of thousands of views. 每一項獨特回答的觀看人次都高達萬人以上。
All of this was the brainchild of Oregon-based marketing firm Wieden+Kennedy, 這一切都是出自奧勒岡州威登與甘迺迪行銷公司的構想，
and it's being viewed within the industry as an outstanding social media success, a textbook example. 也在業界裡被視為運用社群媒體的傑出成功之作，是一項有資格作為教材的典範。