Microsoft recently hired the “Old Spice Guy” to help sell Windows Phone 7 over Australia. “Old Spice Guy” is now incredibly famous across the web. If you haven’t heard about his videos on YouTube, you definitely have not been browsing the Internet much this year.
Earlier in the year, Old Spice introduced a series of ads featuring former NFL wide receiver Isaiah Mustafa as ‘Old Spice Guy’, a narcissistic, soft spoken guy in a towel. The commercials were a huge success. The original commercial, ‘The Man Your Man Could Smell Like’, which was released on February, reached over 21 million views on YouTube.
A while ago, Old Spice invited everyone to send questions to Old Spice Guy via Twitter, Facebook, and other social media channels.
Old Spice chose who to respond to wisely: Twitter giants like Demi Moore, the gatekeepers of other distribution channels like Digg founder Kevin Rose, and online publications like Gizmodo. Naturally, these people spread the links and made the campaign even wider.
As a result, Old Spice has a wide range of YouTube videos. Many of these videos already have hundreds of thousands of views, mentions in the media from small tech blogs all the way to the BBC, and an even more recognizable and popular spokesman. Microsoft therefore wants to use the campaign’s great reception to sell its new products: Windows Phone 7.