The 186 responses that the Old Spice pitchman recorded for fans took just a week to eclipse the original TV ads in views, according to Visible Measures
. Those video responses, recorded in seven-minute spurts last week, have accumulated 42.3m views so far and over 35m last week alone, a Viral Chart record.
The TV spots have also done well on the web, with 34.7 million views since “The Man Your Man Could Smell Like” was first posted in February. The responses wouldn’t exist without the original TV ad, but they’re extending the reach of the campaign a lot farther than the two TV ads. Total views including all original spots and responses stands now at 113m:
* “The Man Your Man Could Smell Like” (Feb 4): 22.3m
* “Different Scents for Different Gents” (Feb 5): 4.2m
* “Where Freshness Smells From” (March 15): 2.6m
* “Odor Blocker” (March 31): 29.2m
* “The Return of the Man Your Man Could Smell Like” (June 29): 12.4m
* “Old Spice Responses” (July 13): 42.3m
All this said, the wild success of the Old Spice ad campaign has reminded marketers of something they’d rather not dwell on: even if an ad goes viral, it doesn’t necessarily translate into sales. Last week, Old Spice spots occupied a record-setting four positions on the “Top 10 Viral Video Ad Campaigns Chart,” compiled by Visible Measures, MSNBC noted. But sales of “Red Zone After Hours Body Wash” – the specific Old Spice product the top spot is promoting – have fallen by 7% in 2010, it said, pointing to WARC figures.
wieden + kennedy ‘getting handjobs under the papal robes’ (wklondon.typepad.com)
The Old Spice guy may not have helped Old Spice after all (thegrio.com)
Why the Old Spice Guy Videos Didn’t Help Old Spice’s Sales (prbreakfastclub.com)
We love Old Spice guy! Old Spice Body Wash – not so much (msnbc.msn.com)
Old Spice Viral Ads, Through The Ages (huffingtonpost.com)
Get a personalized response from Old Spice’s Man Your Man Could Smell Like! (pbpulse.com)
Old Spice Numbers Smell Fishy (adcontrarian.blogspot.com)
Old Spice guy personally thanks online fans (adweek.blogs.com)
Old Spice Campaign Stinks? (adland.tv)
The Eternal Truths Behind The Best New Branding Commercials (forbes.com)
is developing a marketing strategy with digital agency Firstborn, public-relations firm Weber Shandwick and promotional group TracyLocke. “We’re not tied to the old methods,” said a brand official, noting that no creative agencies were considered as SoBe looks to content rather than advertising.PepsiCo-owned brand had been working with Arnell Group to produce TV spots that ran during the 2009 Super Bowl and last spring, but while the ads generated “a ton of awareness,” the company said they didn’t deliver the engagement the brand was looking for. “The passionate fans weren’t saying the things we thought they should be saying,” said Angelique Krembs, director-marketing for SoBe. “Going forward we needed to get to engagement. That’s why we evolved our approach.”
Nissan shifts marketing budget to experiential projects
Japanese car manufacturer Nissan is shifting its communications strategy away from traditional advertising, towards a greater emphasis on experiential marketing. It follows the marque’s decision to become the official automotive partner of The O2, replacing BMW, and the announcement that it is to set up an interactive brand centre at the East London venue.
Courvoisier is to become the first brand to run 3D TV advertising in the UK. The spot, which will air during Channel 4
‘s ‘3D Week’ next month, will be shown during several shows, including The Queen In 3D and The Greatest Ever 3D Moments. Channel 4’s ‘3D Week’ is sponsored by Sainsbury’s
, which will distribute 3D specs in its stores but will not run any 3D TV ads.
Channel 4 is hosting a week of 3D programming and advertising starting with ‘The Paul O’Grady Show
‘ followed by ‘The Queen in 3D’ at 9pm. O’Grady’s show will appear in three dimensions at points during the programme, while the Queen documentary features a 3D colour newsreel of Elizabeth II
, created over 50 years ago during her Coronation year and shot by cameramen Bob Angell and Arthur Wooster.
3D Queen footage to be screened (news.bbc.co.uk)
UK Channel 4 set to throw some 3D programming our way (engadget.com)
Does 3D TV leave you feeling a bit flat? (guardian.co.uk)
I screengrabbed this a while ago and just got around to blogging it. I am a massive fan of brands bringing us entertainment or utility (getting away from the zero-sum value exchange, interruption etc). McCafe allegedly unleashed a “marketing blitzkrieg”, and I’m pleased they didn’t spend it all on McCafe TV ads.
Hey, I am not going to knock a commercial-free Daily Show, but it would have been nice if there had been some raison d’etre (forgive my lack of circumflex) for this association. That said, I assume for a launch one of the main objectives would initially be “awareness” over “relevance” so all in all I give this a thumbs aloft.