Old Spice has recently, in the past few years, released quite a few advertisement campaigns that have gained huge success. Some of the most popular ones are the "The Man Your Man Could Smell Like", and "Smell is Power". In 2010, they also released a huge viral campaign that reached big success.
The viral campaign starred Isaiah Mustafa and featured a video on the man your man could smell like...
Old Spice's executional center is focused primarily on the digital hub. They created this ad and streamed it online. The feedback was massive. Old Spice asked their spokesman, Isaiah Mustafa to respond to people's comments on the video with a personalized video. These personalized videos were related back to the commenters via Twitter, Facebook and YouTube. The response videos featured Mustafa, in character, responding to the comments left on the video.
It was a huge hit and people responded well. Since then, it has been one of the largest online, viral campaigns and to this day, Old Spice has continued to keep their executional center in the digital, online sphere because that is where they found the most success.
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