Here are all of the posts tagged ‘Super Bowl’.
The Cannes Film Grand Prix-winning Old Spice campaign has evolved over the last 24 hours to dominate discussion in social media, in what is sure to become the ‘case study du jour’ for the foreseeable future.
“The Man Your Man Could Smell Like” spot from Wieden + Kennedy Portland was launched in February during the Super Bowl. It featured Isaiah Mustafa, a former NFL athlete, being totally awesome and became an almost immediate hit online. It has since racked up almost 13 million views on YouTube, with a couple new iterations launched in recent weeks.
Yesterday, however, the marketing campaign took a different turn and really got ‘social media right’. It’s been updated and sees Isaiah Mustafa respond directly to YouTube comments, Tweets, Yahoo! Answers and blog posts about him in 117 publicly available, timely and personalised video messages.
To ensure maximum coverage Old Spice replied to some of the most popular personalities on Twitter, such as @Biz (Twitter co-founder), @ryanseacrest (TV personality), @kevinrose (Digg founder), @Alyssa_Milano (actor), and @guykawasaki (social media thought leader). Blogger Perez Hilton’ s video response has already clocked up over 115k views. They’ve also hit up media outlets like GQ, Huffington Post, Gizmodo and The Ellen Show. Starbucks have even managed to get in on the action.
So what are the results? It’s still early to tell, but a few things are apparent.
The activity, according to Campaign, appears to be targeted at the ‘Twitter generation’ and it seems to be doing the trick. There has been a noticeable increase in followers to the @oldspice account, as well as a surge in conversation volume about the brand over the past 24 hours.
Searches for “old spice” or oldspice for the last week up until 10.45am today turned up the following:
That’s pretty spectacular, and the volumes were enough for Old Spice to trend on Twitter. What’s interesting though, is that Old Spice started yesterday as a Twitter Promoted Trend, but quickly ‘earned’ the status. TechCrunch explains:
[Old Spice] also just redefined the model for Promoted Trends. Old Spice is a promoted Trend, which takes you to the Old Spice Twitter account highlighting these videos as individual responses addressing each Twitter user who gets their own Old Spice commercial. The irony is that if Old Spice hadn’t paid to be a promoted Trend, it probably would have made it as a Trending Topic organically.
This morning Old Spice is still trending, organically.
There has been a similar increase in discussion on blogs as well. Again, a simple search for “old spice” or oldspice for the last week up until 11.45am today turned up the following:
But a key question is: can this goodwill and online buzz translate into sales?
Though the original adverts have been a massive hits, and clocked up millions of views on YouTube, sales of Old Spice haven’t necessarily seen the same upward trend. Just yesterday AdWeek reported that sales of the Old Spice body wash have actually dropped 7 percent over the last year.
So this surge of social media activity certainly comes at an interesting time, and it will be worth keeping an eye on, especially as brands like Dominos Pizza publicly pin their good fortunes on social media activity.
Ultimately, this level of social media engagement which was born from a television advert is really remarkable. Old Spice has done a great job in updating the campaign so that it really ‘works’ online. Most importantly though, the video responses are consistently funny in their own right, making it hard not to love this campaign.
So on that note, we’ll leave you with Isaiah Mustafa’s responses to The Huffington Post, Guy Kawasaki and Perez Hilton – some of the finest examples:
Update: ReadWriteWeb has the lowdown on how the Old Spice videos are being made:
A team of creatives, tech geeks, marketers and writers gathered in an undisclosed location in Portland, Oregon yesterday and produced 87 short comedic YouTube videos about Old Spice. In real time. They leveraged Twitter, Facebook, Reddit and blogs. They dared to touch the wild beasts of 4chan and they lived to tell the tale. Everybody loved it; those videos and 74 more made so far today have now been viewed more than 4 million times and counting. Here’s how it’s going down…
One of the unique things taking place in the studio is we have a team of social media people, we have the Old Spice community manager, we have a social media strategist, a couple of technical people, and a producer. And we’ve built an application that scans the Internet looking for mentions and allows us to look at the influence of those people and also what they’ve said. They’re working in collaboration with the creative team that are there to pick out the messages that: 1. Have creative opportunity to produce amazing content; or 2. Have the ability to then embed themselves in an interesting or virally relevant community.
Iain also gives more background on the project on his own blog.
And now it seems, the end has arrived, with this closing message from Isaiah:
Update 2: We’ve conducted some in-depth analysis into the results of the campaign – Old Spice videos viewed 11 million times.
Mobile internet has grown immensely in 2009 and according to the latest TrendsSpotting report it will be at the heart of social media in 2010:
Mobile social media
In the report, David Armano says “mobile becomes a social media lifeline”: on the basis that nearly 70% of organisations ban social networking in the workplace, mobile internet will be a lifeline for addicted workers and what was once a cigarette break could turn into a social media break.
Dan Zarella predicts that with the rise of augmented reality, the border between the web and reality will become increasingly blurred.
As people trust other people online when it comes to forming an opinion about a product or service, the growth of the mobile internet will mean this increasingly occurs at the point of consumption. Imagine you’re in a shop, hesitating between two vacuum cleaners. What do you do? Do you ask the salesman or you check out independent consumer reviews via your mobile?
With the development of geolocation apps, this principle also applies to restaurants, bars, hotels, etc.. You’re travelling to Paris for business, you’ve just finished your meeting in a neighborhood that you’re not familiar with and you’re looking for a restaurant to have lunch? What do you do? Check out the reviews of the local brasseries on your mobile on Yelp, of course.
Social media goes up the agenda of organisations
The good news is that in 2010 companies seem to have plans to invest seriously in social media. According to BizReport, social media is a priority for marketers: more than half of respondents (56.3%) had planned to include social media in their marketing mix.
This is in line with the TrendsSpotting report where many social media players talk about the growing importance of social media for organisations.
According to Charlene Li, “social media will become part of everyday lexicon for business in 2010″ while for Adam Cohen, “Social media gets smarter”: companies will start using social media more strategically.
For Connie Benson, “social media will shift from being experimental to metrics and the loop will be closed so that social media monitoring is necessary and actionable”.
David Armano highlights that as of today, very few organisations have used social media beyond campaigns. He uses Best Buy as a benchmark of a company that has really managed to leverage social media strategically (Robin wrote about Best Buy and social media a few months ago).
David Armano goes further by predicting the mass adoption of social media policies in companies in 2010: specific rules of engagement across different social networks, rules on how employees’ participation in social media.
I agree with David. This year, companies will understand the importance of investing for the long term in social media rather than just on specific campaigns – as Robin put it, “stop campaigning and start committing”.
What was already important for brands in 2009 becomes crucial in 2010: listening to and participating in online conversations as they have a real impact on people’s opinions. Even more so now that Google and Microsoft have incorporated the real-time social web at the core of their search algorithms: Today, when researching a brand, you’ll surely find tweets about it.
Already this year Pepsi has dropped its Super Bowl advertising spend (after 23 consecutive years) to invest in social media in 2010, which implies these predictions may have some weight…
Happy New Year! Time for the first Monday Mashup of the new decade. Here we go.
‘Best Job’ winner stung by jellyfish
Loosely translated, the German word ‘schadenfreude’ describes the pleasure derived from the misfortunes of others.
Which brings me to the news that the winner of Australia’s “Best Job in the World” contest has survived a sting from a potentially deadly jellyfish just days before the end of his dream stint on the Great Barrier Reef.
You may recall that Ben Southall beat over 34,000 competitors to land the six-month job as “caretaker” of Hamilton Island, Australia where he published the Island Caretaker Blog. The campaign gained international notoriety and bagged a number of awards, including two top awards at the Cannes Lions International Advertising Festival this summer.
Twitalyzer 2.0 Launched
This weekend Twitalyzer shed its BETA status and officially opened the application to the public. This application allows you to analyse an account in detail, and also provides access to a dashboard, which “provides access to great new Twitalyzer features including tracking for multiple accounts, Google Analytics integration, user tagging and segmentation tools.” If you want to get the most out of the app then download and read the Twitalyzer Handbook, a 50 page user’s guide to the application.
Social Media is the New Super Bowl: Pepsi Refresh and What It Means to Marketers
The big marketing news across the pond over the past couple of weeks was Pepsi’s decision to trade Super Bowl advertising for social media activity in 2010:
For the first time in 23 years–23 years!–the brand will not be purchasing a Super Bowl spot. Instead, it is sinking $20M into a Social Media program called Pepsi Refresh. The Pepsi Refresh site will allow people to vote for worthwhile community projects, and Pepsi expects to sponsor thousands of local efforts via this program.
The Forrester Blog for Marketing Leadership Professionals unravels what it means for marketers, and considers the ramifications for the industry. The post is worth a read, and Pepsi’s decision is worth following.
Tories ‘would pay £1m for public policy making website’
Tory frontbencher Jeremy Hunt last week told the BBC that the Conservatives would offer a £1m prize in a competition to develop a website that would allow large groups of people to help develop new policies.
If implemented, this would be a groundbreaking approach to create a platform to crowdsource public policy ideas. Although perhaps they could offer 10 prizes of 100k each for 10 different approaches – after all, that’s still a substantial reward for a lone developer, and how are you going to know what works until you put it in practice?
Wipe The Slate Clean For 2010, Commit Web 2.0 Suicide
If you are looking for an online detox, this is for you. Moddr, a New Media Lab in Rotterdam have developed The Web 2.0 Suicide Machine which effectively disconnects you from social networks completely:
Just put in your credentials for Facebook, MySpace, Twitter, or LinkedIn and it will delete all your friends and messages, and change your username, password, and photo so that you cannot log back in.
A light hearted video describes the benefits of committing Web 2.0 suicide, but this is probably not recommended for anyone working in this industry as this ‘will really delete your online presence and is irrevocable.’
You’ve been warned.
Update: Facebook blocks ‘Web 2.0 Suicide Machine’