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More Awesomeness from Old Spice


So yes it has been all over the web, and everyone has been talking about the Old Spice viral campaign… but to be honest there are few things peeps are missing… I just saw a vlog of a “SOCIAL MEDIA PRO” who was mainly talking about the volume of the responses and the fact that the Old Spice man was talking to celebrities… and there were all these comments that the campaign is not actually winning money for the brand…  or that it is degrading… ugh people seriously!?!

Well here are my 5 cents… and no I am not a social media pro, guru, evangelist or anything of that sort… I just listen, read and draw conclusions for myself.

As I said before the campaign is genius. I do stand by my thoughts even more now after the second part of the campaign. You might agree, but if you don’t think about it- it is funny, creative, endearing, talks directly to consumers (even a little from above), and it is everywhere just because of that.

The viral nature of the videos are not because they were tweeting about them in high volume… sorry but it is not the volume of the content you put out there – it is the quality. If it was some boring ad campaign it doesn’t matter if they put 20, 30 or 100 videos on youtube, tweet/facebook/blog about them and then call you to check if you have seen them… you would not have because they were boring. The Old Spice ads are not. Mad props to the fast witted Wieden and Kennedy for that! Great content goes very far!

And it is funny too, content is even better if it is engaging. After reading Brian Solis’ book “Engage” – that is one of the main words that is floating through my brainwaves when I think of social media. I think Brian deserves a hug for his wisdom and insight! It is so very important to know who your consumer is, to make sure you understand them, to spark a conversation and to provide content that is not imposed, but is engaging.  And these videos were that- what is better than simply responding to comments about your brand? Well… responding to comments about your brand in a funny witty manner.

Also persistence pays they say. Constant and dedicated high quality content is what makes this campaign successful. And the more than 200 videos do that, although for just a day and a half.  Engagement with celebreties such as Kevin Rose, Alyssa Milano and Ashton Kutcher also helps… Create buzz, get people talking, that is what social media does; and in this case it is doing it quite successfully. Also the voicemail generating website is hilarious! An innovative tool, not previously used (at least to my knowledge), funny and original, but still carrying the message of the campaign- http://oldspicevoicemail.com/ is pretty well thought of… I played with it for like an hour, and yes tried all possible combinations, but no it is not my voicemail (not THAT professional if you know what I mean, and I am an employment searching individual, so probably it is not going to be my voicemail message anytime soon, or maybe  if  WK will offer me a job and THEN I will have the full right to use it… anyway, got carried away)

So the whole campaign for me is actually to reposition the brand…  to dust it off, make it cool and desirable by people who are below the age of 50… And yes if Aqua Di Gio could do it with half naked hot men, why would Old Spice not be able to… And it is happening, I would buy Old Spice body wash for my b/f, not because I want him to smell or look like Mustafa, but because I like the ads, and, believe it or not, want to try it. Also the whole image of “oh my dad uses it, and I would not touch it” will disappear, because yes- now a super hot guy on TV is using it, so why not…

So even if the market share is not increasing as spontaneously as probably Old Spice peeps thought it will, the campaign will earn its money in the long run…

In conclusion for me it is a yes-  the campaign is a winner,  playing the social media cards right and providing everything necessary for it to be considered a success.  Even a catchy tune… Do do do doot doo do do dooot .

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Twitter Almighty- Conan Turns a Michigan Girl Into A Celeb


Due to the academic sprit that has been haunting my being in the past few weeks (due to the looming deadline of my dissertation proposal) I have been thinking of case studies, examples, anecdotes, happenings, and even mishappenings, that are connected with establishing a personal brand-self-celebrity status via the mighty means of social media. Or in a simple sentence- what does it take, to make it in Web 2.0?

Excitingly I will say- luck.

After much noise and trepidation, Conan O’Brien as many know is not without a show, or as his twitter bio says: “I had a show. Then I had a different show. Now I have a Twitter account.”

After a few funny, but kind of pointless tweets, Conan tweeted:



From this point on, indeed the life of Sarah Killen from Michigan, or @LovelyButton on Twitter has been dramatically changed. She now has over thirteen thousand, yes that is 13,000 followers on Twitter- compared to 3 (three) pre-Conan.

Sarah tweeted: @LovelyButton: everyone wants to know how many followers I had pre- Conan. The number you are looking for is 3. lol

So the outreach she could get expanded in more than a geometrical progression, which for a girl whose bio says: I love to smile and have fun in life. I think that anyone and anything can be forgiven and we should all just love and be” is great because we need more sunny and positive people to be heard and followed.

And not only this, because the number of followers is not precisely a measure of “making it”, Sarah is now on the MTV news. Watch the video at :  http://newsroom.mtv.com/2010/03/06/conan-obrien-twitter-2/

Her name is all over the news, YouTube and Twitter. And she was sent freebies (e.g. a mac computer) and perhaps a wedding dress by Kelima K.

Sarah being a sweetheart tweeted:

This is great. My little heart warms up that miracles like that happen, and a Tweet such as “Sarah likes Twizzlers and craves cantaloupe. I like Raisinets, but melon feels creepy in my mouth. Twitter pals 4 eva! :)” can change  someone’s life (perhaps for the better) forever.

This is the power of Twitter and social networking, it happens instantly, and brings avalanche-like results and consequences. Now everything Sarah says or does will be in the news. She interviewed with the LA Times telling her story. Conan created a phenomenon- a complete stranger, turned into celebrity for less than 24 hours. A well planned PR plot, or a sincere congeniality- the important thing is that one girl’s life in Michigan is being transformed.

And this is the power of Twitter. A Cinderella-like story, that is a great case study, hopefully it will be all for the best and would not turn into a farce. As for now l hope Sarah enjoys the situation, and keeps her positive outlook, no matter what happens in future.

To innovate or not to innovate?!


So what a day, huh? Steve Jobs uncovered the new tremendously cool new product that we all have been waiting for and speculating about, and biting our nails to figure out. Well, here it is: the iPad. As a true geek-wannabe I was watching live streaming from the press conference, and reading several blogs simultaneously, trying to figure it out. Is it truly THAT cool?! Mr. Jobs called it “magical device”, the buzz online was immense, the buzz on Twitter was close to ridiculous… but in the end is it that amazing?

Let me start with the name. My first thoughts when I heard it was that it is way too close with iPod, I mean it is just a-typo-away to mess them up… but then… it got renamed very fast, because it really sounds like a female hygiene product…Yeah, pretty bad name dear Apple people. It is hilarious, though, that on Twitter there was no #iPad trend, but there was #iTampon. And yes.. the jokes are still streaming like a flooded river. I am pretty sure after the developments on Twitter some of the marketing folks were in a huge “ooops, we did not see that coming!” state of mind. It is quite rough start, I shall say, they could have thought better. Especially with the speculations of the iSlate, it is so much more sleek and sophisticated name. But, anyways, the iPad it is.

However, is it really that worthy of all the buzz that was created and circulated for the past few weeks. It was supposed to be revolutionary, and to change the way we all use computers and communicate. Well… kind of disappointing I must say. There are very cool apps, and functions, and it is very mobile… but it terms of innovation and improvements- not so sure. It is described as revolutionary and magical device, but I definitely don’t see pink flying elephants and unicorns jumping out of it. It is just a larger version of the iPod Touch. Really. It has no features that are completely novel, exactly the opposite, it lacks a camera, and 16 gigs are definitely not enough for such a machine, I mean my iPod has more memory, for crying out loud. As Stan said in his blog, perhaps we should expect more in the next version.

How about the price? Steve Jobs said he wants to put it in as many hands as possible, but $500 for the basic, Wi-Fi only, 16 gig version is way too much. It is as much as a little cheapy notebook, if not more. And if you want it all- the high memory, 3G version and the keyboard and stand/cover, it will come close to a $1000, which if you think about is expensive; and on top of that put a monthly fee from a 3G provider for the data and internet… So it is not going to be in my hands, at least for quite a while.

The truth is that, although not super impressed, I think it is a nifty device. It is handy, thin, high quality picture, great for everyday use- movies, games, reading, presentations, note taking in meetings. It is big enough to read on it without straining your eyes and giving up after 3 pages, but small enough for fitting in my purse and carrying around. However it did not deserve all the buzz and talk, speculations and gossip… it is far away from Minority Report, and not that magically revolutionary in any way.

There is much more to be desired, I would love for it to have the writing on the screen feature, of course a camera, voice recorder, and perhaps a cheaper alternative for the monthly data usage from a provider. But in the end it is Apple, and no matter how everybody claims they are disappointed, we will all jump on the bandwagon and come Christmas 2010 the iPad will be the most popular gift, beating the competition in the face of Kindle, X-box, and even the iPod touch. But for the competition of the iPad and Apple product cannibalization on a later note…

*image courtesy of Apple.com