...social media at its most collaborative
What I love to hear most about are new and inventive ways companies are coming up with in order to market their products across different platforms and to multiple audiences. Recently, I heard about a new trend in social media, marriage proposals, and came across an interesting story. One that really exemplifies the power social media can give to both a business and the public to establish a connection that goes further than the one way conversations of the past.
So what happens when you take an established corporate brand, add social media, and a zealous fan?
The short time line of the story goes something like this:
-->Old Spice creates a comedic ad series with an unknown actor, Isaiah Mustafa, which becomes a hit.
-->Old Spice also uses social media sites, Youtube, Twitter and Facebook, to further develop the campaign.
-->A few months later, Old Spice launches the “Question Challenge”
-->One entrepreneurial love bird asks them to propose to his girlfriend in a video.
-->And they do!
-->They (the actor, the couple, and Old Spice) become the talk of the blogosphere together.
Now that is team work!
How this probably would have turned out in the past, without social media’s involvement:
-->Old Spice creates a comedic ad series with an unknown actor, which becomes a hit.
-->Old Spice then uses the momentum to propel the campaign further through other mediums
-->Possibly launches a much slower version of the “Question Challenge” through radio
-->They choose one question and air the spot at a special viewing time, completing the contest
Much more time and money would have been spent and the ad probably would have gained popularity much more slowly. The actor would have probably stayed unknown.
Congrats the all the parties involved for their success!
Great links for more details on the story:
