This video highlights all the strategy behind the Old Spice choice for positioning, target, induced call to action and communication channel chosen for this campaign - it's sometimes useful to be reminded that behind the success of a viral campaign there are specific marketing needs and accurate planning...nothing happens by chance!
In the second part of the video is shown what is probably the most wanted effect of a viral campaign: being referred to in pop-culture events (with FAR more media attention) and starting a chain of imitators - Old Spice managed to get all this, definitely not every brands' accomplishment. In conclusion...clics' number aint' everything...it's just the beginning.
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