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Old Spice using social media to build brand awareness

There was the “Where’s the beef” lady, Mikey, the Taco Bell dog and Geico Gekko. Now you have Dos Equis’ “The Most Interesting Man in the World” and The Old Spice Guy. However, the shirtless Old Spice Guy Isaiah Mustafa has been busy delivering testosterone infused monologues via Twitter to Internet users all day. It’s one of the most visible integrated marketing campaigns running today.

While The Old Spice Guy is bringing new meaning to the “Swan Dive” and “Riding a Horse,” fans are learning about Old Spice products. It remains to be seen how much in sales Old Spice will realize from the campaign. Old Spice is definitely creating a brand identity among the younger generation who depend on social media networking to communicate.

Commercials featuring Mustafa as the good-looking, debonair Old Spice wearing kind of man women want love debuted in February. The video became an instant hit on YouTube. The latest Old Spice video posted on June 29 has already garnered 5.1 million views.

Mustafa has been answering questions from fans all day today. He’s sent personalized vids via twitter to bloggers, such as Perez Hilton, YouTube commenters, people asking random questions on Yahoo Answers and other people who have tweeted at him today.

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