Read the article by Rohit Bhargava here http://www.rohitbhargava.com/2010/07/why-the-old-spice-guy-might-be-the-perfect-branding-campaign.html .
Top 3 points according to me:
-The real time nature of these videos
- advertising agency team behind this is clearly personally invested in the campaign
-the level of integration between television, online and social media in this campaign stands out.
Be sure to subscribe to Rohit's Blog. he writes great stuff.
You might have seen a randomly bare chested and very good looking guy doing a bunch of short videos that look suspiciously like a funny commercial that has been on TV for months for Old Spice. Starting from a series of ads, over the last 48 hours the advertising team for Old Spice has created more than 200 short ads which are essentially video responses from the actor in the ads to comments and questions posted on Twitter. The real time nature of these videos has become huge online, driving millions of views of essentially what are branded ads and spreading the creative of the TV spots to a much wider audience online.Read more at www.rohitbhargava.com