Monday, August 8, 2011

Old Spice - Mano a Mano In El Bano

Old Spice - Mano A Mano In El Bano
Note: This post has been copied from the Youtube Trends Blog which did a good piece on the stats behind the latest campaign.  See here
Old Spice launched a new viral, comedic campaign last week starring their most popular viral spokesperson, Isaiah Mustafa. The premise was that Mustafa -- aka Old Spice Guy -- was getting challenged for his title by famed model Fabio in something called "Mano a Mano En El BaƱo."

The series kicked off with this video from Fabio and response from Old Spice guy:

The Fabio challenge video, which has over 3 million views, was the most-watched of the series and was one of the week's most-viewed.

Over the course of the story, Old Spice posted over 100 videos from the two combatants channels: OldSpice and newoldspiceguyfabio. These videos, many of which were responses to tweets and other posts, were seen a total of roughly 22 million times.

At its peak, the Old Spice battle drew 5 million views combined on Wednesday.  Here is the final video of the series:

Last July, when the original "Questions" campaign ran, Old Spice drew around 82 million views.

There's also an interesting article in AdAge on the sales impact of the campaign (courtesy of Daniel Andrade)