This week we saw two days that shook the viral marketing world. Old Spice, a long-neglected–if not forgotten–Procter & Gamble brand unleashed a social media blitz that may have changed the rules of social network marketing.
“Holy sh*t, best get-well video EVER from Old Spice.”
Key to the effort was the response to Kevin Rose, the founder of social network Digg.com. Rose tweeted the Old Spice Man about his own illness that day. Old Spice Man made a custom-response video. Rose was enamored. He tweeted, “Holy sh*t, best get-well video EVER from Old Spice.” That message went out to his million-plus Twitter followers. A viral phenomenon was born.