Old Spice, New Media, and What Happens When You Take Risks

If you were anywhere online this past Wednesday, you could not possibly have missed the latest evolution in the new Old Spice ad campaign.  What began as a series of cheeky Super Bowl Sunday ads featuring a buff towel-clad man demonstrating the manliness that’s possible for those who use Old Spice suddenly morphed into a social media phenomenon. 

Leveraging not one but three social media platforms – YouTube, Twitter and Facebook – Old Spice man began answering questions posed to him on Twitter in short videos posted to YouTube.  At first, he responded to celebrities, but as the day went on, he answered questions from non-celebs as well.  Each video featured the trademark humor, quick wit and fast pacing of the television ad campaign.  The fact that he was wearing just a towel and standing in front of a shower only added to the comedic effect. 

And it worked. Soon Twitter and Facebook were abuzz with links to the YouTube videos and questions directed to the @oldspice account.  Old Spice was a trending topic on Twitter all day. 

This was a risky move for Old Spice.  There are countless examples of social media campaigns gone horribly wrong. (Anyone remember the Motrin Moms?)  It could have easily backfired.  But it didn’t.  Instead, men who probably wouldn’t have been caught dead buying Old Spice – it has, after all, long been considered to be what our grandfathers used – will now give the product a try.  One woman I follow on Twitter said she bought it for her husband just to support Old Spice and their outside-the-box thinking. 

The takeaway for law firm public reputation management from the Old Spice campaign is this: Risk, when managed properly, can pay off, big time.  So many firms are afraid, even with all the evidence to the contrary, to take risks when it comes to social media.  The old excuses of too much exposure, too much that can’t be controlled, too much risk just do not hold water anymore.  If a brand like Old Spice can revive its image through social media, a law firm can too.  Though I wouldn’t suggest putting partners in towels in front of showers.