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Old Spice Guy Personalizes Videos for Celebs, Tweeters and Bloggers

by Amar Toor on July 14, 2010 at 10:15 AM

When actor Isaiah Mustafa (A.K.A. the "Old Spice Guy") gallantly rode his white horse on to the center stage of pop culture earlier this year, he almost instantly became a viral sensation. Not long after his hilarious commercial debut on February 4, "the man your man could smell like" released a series of similar ads on YouTube and Old Spice's website. Now, he's taken things one step further, by releasing personalized, dashingly handsome personalized videos over Twitter.

As part of a brilliant ad campaign, Mustafa has been rapidly producing short, 30-second videos for prominent bloggers who have written about him, YouTube commenters or random Twitter followers. He's been posting the clips on Twitter, and, as TechCrunch reports, has so far made videos for Alyssa Milano, Apolo Ohno, and Perez Hilton, as well as normal, non-celebrity folk. All of the videos, in essence, are like personalized Old Spice commercials. After seeing that Digg co-founder Kevin Rose tweeted about being sick, for example, Mustafa quickly responded with a video in which he says he never gets sick because his body is "98-percent muscle." You can find a lot of the videos on Old Spice's Twitter feed, and see which users Old Spice has targeted thus far.

The idea behind the campaign is pretty simple: send short, witty and personalized videos to high-profile bloggers or online personalities, and let them spread the word. At the same time, though, Mustafa's been sending out a lot of videos to random users who pose questions, thus directly engaging consumers on a more grassroots level. Whether the tactic actually makes any difference in Old Spice's balance sheet remains to be seen, but as far as innovative ad campaigns go, we think this is pure genius. [From: TechCrunch, Mashable and Snark Market]

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