| Old Spice Muscle Music from Terry Crews on Vimeo |
Old Spice has become quite the legend in the online marketing scene since they launched their meme-tastic viral campaign a couple of years back. Partnering with ad agency Wieden+Kennedy brought them a winning formula that meshed together random humor, exaggerated machismo, and torrential real-time engagements that truly elevated them to social media marketing rockstardom. Recently, the company has unleashed Muscle Music, a new interactive ad spot that has got to be their funniest, highly engaging campaign yet.
To promote their latest scent Danger Zone, Old Spice’s newest video features Old Spice Guy 2.0 Terry Crews. In it, the comedic actor lets loose his usual over-the-top machismo and simultaneously plays multiple instruments by simply flexing various muscles in his body. Every muscle is hooked up to different instruments including various percussions, an electric guitar, a keyboard and several saxophones. Crews, as you may know, is no stranger to the art of highly productive muscle flexing (as he has exhibited throughout his acting career) and the resulting music is impressively catchy.
Sure, the Muscle Music is very entertaining but the awesome part starts right after it where Crews invites you to create your own music. With your keyboard, you can use his “muscle parts” to produce and record your own beats which you can save on Vimeo and share online.
It’s another social media marketing achievement for the brand as it’s only been a day since it was launched and Muscle Music has already garnered 1.5 million views and thousands of likes, retweets, and comments online.
Old Spice is no stranger to the whole viral marketing route, but this time the addition of the interactive element helped the brand take their marketing efforts up a notch. By letting people create their own content enabled the brand to keep them within the their marketing ecosystem long enough to complete the marketing experience they’ve created, consume the message, and pass that message on to their own social networks.
Tags: Old Spice, social media marketing, Viral Marketing, Viral Videos
