Not content with producing possible the best scent commercials this year, Old Spice is going one step further: The Old Spice You Tube channel now features Old Spice Man (Isaiah Mustafa) answering questions posted to him via the Old Spice Twitter and Facebook pages. So far Mustafa has answered over 100 questions including ones from Alyssa Milano, Perez Hilton and Demi Moore.
As a result, Old Spice has become one of the top trends on Twitter and the top viewed channel on You Tube today.
Have you asked Old Spice man a question? Here are a selection of responses...
Added: Here's an interesting article on Read Write Web about the creation process of this social media campaign.
From that article:
Tait (Iain Tait, Global Interactive Creative Director at Wieden) says that Old Spice parent company Proctor & Gamble exhibited incredible bravery in allowing his team to write marketing content in real time, with little to no supervision.
"There is such great trust [between the companies]," he said. "But we are being very responsible. They have given us a set of guidelines and if we get close to the edges we contact them."
Anyway, I'm on a horse...