Advertiser: OLD SPICE
Agency: WIEDEN+KENNEDY
Category: Best Use of Social Media
Director Of Broadcast Production: Ben Grylewicz (Wieden / Kennedy)
Media Group Director: Kelly Muller (Wieden / Kennedy)
Art Director: Max Stinson (Wieden / Kennedy)
UX Designer: Jake Doran (Wieden / Kennedy)
Executive Creative Directors: Joe Staples (Wieden / Kennedy)
Director Of Interactive Production: Pierre Wendling (Wieden / Kennedy)
Associate Media Director: Kerry Anots (Wieden / Kennedy)
Media Planner: Lisa Feldhusen (Wieden / Kennedy)
Executive Creative Directors: Susan Hoffman (Wieden / Kennedy)
Creative Directors: Jason Bagley (Wieden / Kennedy)
Account Director: Jessica Monsey (Wieden / Kennedy)
Interactive Creative Director: Matt O’rourke (Wieden / Kennedy)
Copywriter: Andy Laugenour (Wieden / Kennedy)
Creative Directors: Craig Allen (Wieden / Kennedy)
Assistant Media Planner: Dexter Darbouze (Wieden / Kennedy)
Account Supervisor: Jordan Muse (Wieden / Kennedy)
Management Supervisor: Michael Dalton (Wieden / Kennedy)
Senior Interactive Producer: Mike Davidson (Wieden / Kennedy)
Execution
To add further complexity, we wanted the experience to live not only within a hosted environment but also be embeddable, playable and shareable across the Web. Enter Vimeo, who was game to experiment with us in this first-ever experience. Our partnership was a true collaboration as they activated the full functionality of their platform, provided us with the technical expertise to pull off such an ambitious effort and provided media support to ensure scale. With very limited budget, we further amplified the experience by plugging into the social plumbing of the Web. We connected to Old Spice fans as well as music, comedy, gaming and digital communities with social outreach. An AMA (Ask Me Anything) on Reddit with Terry Crews enabled fans to have a real time conversation with him. Our media partner websites ran the video as native content. And paid seeding drove further discovery and buzz.
Effectiveness
We took a beloved character and developed an entirely new way to interact and engage with him. The “never been done before” element gave the experience social value and “Muscle Music” quickly Became Adweek’s Number One Viral Video on the Internet. In just one week we saw:•7.3MM video plays – 3MM attributed to its unique embeddable player•14K unique videos created•101 seconds average time spent •210 MM earned impressions•84% of category conversation •99% positive sentimentAnd most important, “Muscle Music” drove solid YOY increases for the Old Spice base business.
Strategy
The scents of Old Spice body spray make you powerful. In fact, they are so powerful that the only person powerful enough to tell this powerful story is Terry Crews, the most powerful spokesperson in the universe, who has become an extremely popular spokesman for Old Spice among our young guy consumers. With limited resources, the goal was to keep Old Spice top of mind, and deliver engagement and buzz about the brand. The idea was simple: Terry Crews plays music with his P-P-Powerful muscles. What made this truly innovative and engaging was that it took the form of an interactive video inviting viewers to “play” and record music using each of Terry’s muscles as a full blown orchestra. And each of these recordings generated a unique stand-alone video, which guys could share with their friends on their social networks and across the Web.