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)
Who is more powerful: 400-million-user strong Facebook founder Mark Zuckerberg, or the leader of the free world? That was the question posed to Soraya Darabi, #53 on our Most Creative People in Business list, who explained that their power, at least in terms of reach of voice, is not so different. Darabi broke down the access to communication tools that Obama and Zuckerberg hold, comparing the old-age methods of the president (network TV, radio, newspapers, etc.) to Facebook’s reach as a social network.
“Google Me” Social Network Rumors Fueled: It’s Real, Heavily Staffed
7diggsdigg Those rumors about Google’s Facebook-rivaling social network just got a whole lot more interesting. A former Facebook exec has been quizzing contacts inside Google and discovered that it’s all real, with large numbers of Google staff busy on task.
Apple unveils iAd
Apple has revealed details of its new mobile advertising platform, allowing advertisers to run campaigns that “combine the emotion of TV with the interactivity of the web”, as the company targets delivering one billion ad impressions a day. The platform, called iAd, will be pre-installed in the new iPhone 4.0 operating system, set to be released this summer, and will give advertisers the ability to run full-screen video and interactive ad content without requiring the user to navigate away from an app.
What iAd Won’t Do For Marketers
For online marketers, there is a lot to like about Apple’s mobile ad platform, the iAd: an ad that stays inside the app doesn’t force the consumer to choose between the app or leaving the app to satisfy a passing curiosity about an ad (and guess who usually wins in that scenario).
Us vs them is one of the oldest, and most powerful marketing ideas. Apple
is a quintessential example: from their beginnings they’ve portrayed themselves as the small guy against the big powerful bully. In 1983 it was IBM
and more recently its been Microsoft
. The company turns customers into evangelists who are more than happy to spread the word about the good fight, but how exactly does it work?
Starbucks Gets Its Business Brewing Again With Social Media ambassadors
Starbucks posted its first U.S. same-store sales gain in two years for the last quarter during a time when the company relied on digital and social-media promotions instead of what had become an annual TV blitz. The chain partnered with Pandora to sponsor holiday playlists, staged a Facebook sing-a-long and leveraged its partnership with Project RED to drive traffic to a dedicated microsite — and its stores, offering a free CD with a $15 purchase.
Photo Credit: Ivan Marquez
VW 2010 GTI
AKQA San Francisco did a good (if predictable) job avoiding TV spots for the 2010 GTI launch. You have to admire any digital agency that could pull this off – I couldn’t imagine many of the others doing it – even AKQA’s other offices.
They need to buff up their rationale for using the iPhone though – it comes across as tactic first (an iPhone app!) and post-rationalized strategy after. I wonder if the channel choice was a client mandate (in a Volvo S-60ish way) or an agency initiative? They also talk about “80% increases” in enquiries without showing a comparison, which makes it meaningless.
The app/ game itself was made by Aus-based Firemint.
Blah blah blah. All in all a good effort though, but more strategy please.
It’s clever of AKQA to promote the campaign within FB itself and encourage people to fan their brand through the video clip
Volkswagen ‘launches’ the 2010 GTI on the iPhone with Real Racing GTI game (mobilecrunch.com)
Volkswagen Launches New Car Through iPhone Game [IPhone] (kotaku.com)
Volkswagen Becomes First Auto Manufacturer To Launch a Car Exclusively on a Mobile Device (slumpedoverkeyboarddead.com)
VW 2010 GTI – mobile car launch through the itunes App store (nickburcher.com)
Blue Plate Special: Real Racing GTI For iPhone/Touch (geardiary.com)
Volkswagen launches free version of Real Racing to promote 2010 GTI (tuaw.com)
New VW GTI Launched With iPhone App, Mazda Diesels Could Come To U.S.: Today’s Car News (blogs.thecarconnection.com)
Recession Intensifies ‘Couch Potatoism’ as TV, Internet Converge
Some 26% more Americans chose TV as their favorite type of media than they did last year, according to a new study by Deloitte, which lends credence to the theory that the recession has intensified America’s love for television. The study revealed that more than 70% of respondents ranked TV among their top-three favorite media activities; 34% placed it at the top of the list. TV also snared more than double the numbers of the second most popular media choice, the internet, which came in at 14%, according to MediaBuyerPlanner.