Last week, Old Spice employed a revolutionary social media marketing campaign. Â In their campaign, they encouraged Tweeters to tweet questions at â€œOld Spice Guy,â€ who replied with hilarious video responses to their questions. Â Old Spice also geared many of the videos towards influential celebrities like Ashton Kutcher and Perez Hilton, as well as both of Twitterâ€™s co-founders. We trackedÂ @oldspice, and by looking at the most followed tweeters, we saw which celebrities were fraternizing with â€œOld Spice Guy.â€
While Old Spice was able to grab the attention of A-list celebrities, the genius of the campaign was the hope of Average Joe tweeters receiving a video response from â€œOld Spice Guy.â€ Thus, 80% of the Tweeters @oldspice had less than 500 followers â€“ essentially â€œmainstream Twitter.” This blend of celebrity conversation with average Tweeter involvement resulted in Old Spice being a huge topic on Twitter last week. Somewhere, Old Spice Guy is beaming.
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