Old Spice Man Launches Personalized Social Media Campaign

By Ben Haber

Old Spice has launched a new social media campaign using Old Spice Man, who is actually former NFL player Isaiah Mustafa.

Following a successful television commercial campaign which began during the Super Bowl, Old Spice took Mustafa to YouTube, Facebook and Twitter, and is now making personalized videos.

Hustafa has already made videos for social media personalities such as Kevin Rose and AdventureGirl, and is also replying to specific tweets from various Twitter users. One person even asked Old Spice Man to propose to his girlfriend.

While this social media campaign has already attracted a lot of buzz, it’s still a very new initiative that is quickly building momentum. There is no doubt that Mustafa will be in high demand for personalized videos going forward, and Mustafa recently told ABC News that he can product 100 videos a day, with help from Old Spice’s advertising agency.

This campaign should be a launching pad for other businesses looking to capitalize on social media, and it would be a surprise to see other companies follow suit (such as the Miller High Life guy).

9 comments July 15th, 2010