Tweet to woo: Old Spice’s indecent proposal

Portland, Oregon – Classic men’s fragrance brand Old Spice has created a live social media campaign. As part of its ‘The Man Your Man Could Smell Like’ tv advertising, Old Spice produced real-time video responses on YouTube to messages from users of Twitter and Facebook.

Members of these sites could send messages to Isaiah Mustafa, star of the advertising campaign. Within hours, Old Spice created a video responses featuring Mustafa. In one example Twitter user JS Beales tweeted Mustafa asking: ‘Can U ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin.’ Two hours later, Old Spice replied with a video in which Mustafa proposes on behalf of JS Beales. JS Beales tweeted back later with the message ‘She said yes!’ and posted a picture of Angela wearing her ring.

The Old Spice campaign underlines how brands can respond in real time through social media, an idea explored further in our Brandtocracies trend report.