Craig Reiss from Entrepreneur.com writes the 5 lessons from the hugely popular Old Spice Man commercials.
1. Create a strong persona
2. Seed social networks
3. Engage the influencers
4. Personalize the response
5. Keep the videos simple and short
My own suggestion:
6. Extended it to the mobile phone: I really liked how the Old Spice Man was pushed through most of the online marketing and social media channels. I especially liked when he responded to comments on You Tube and Twitter about his commercial and answered questions. I would have loved it if the commercials would have ended with “Ladies want to know the secrets of my man sent? Text OLDSPICEMAN to 65047 to learn.” This way the brand would connect not only socially but in the very personal mobile space.