Old spice, the male hygiene line, recently released hundreds of personal responses to their unorthodox advertisements. Old Spices’ original advertisements that featured Isaiah Mustafa in minimal clothing, talking about random spontaneous topics, promoting their tag line “anything is possible,” were a huge success. Personally I absolutely loved the commercials as they were enticing, humorous and always new.
Once the advertisements were posted on YouTube, they sparked huge chain of comments and conversations along with it. Very recently Old Spice released hundreds of personal responses with Isaiah Mustafa to everyone who commented on the commercials. When I first was shown these responses I thought they were amazing. Here are a few examples of the hundreds of responses:
These are hardly a fraction of the responses that Old Spice has created. The best part about them is that they personalized both to the names of each commenter as well as the content of each comment. With these advertisements, Old Spice has entered a whole new dimension of marketing.
This could potentially be an example of a micro-marketing or one-to-one segmentation strategy. I know that if I were to receive a personalized response directly from Old Spice, that was as humorous and spontaneous as these I would be immediately sold. Even though I already am…
