Hello! Lovely to meet you!
Welcome friends! Lovely to have you here. So where exactly is "here"? And what on earth is a ThinkerBelle? "Here" is a blog space on all things that interest this little strategist, namely design, social media and technology. I like to think that "ThinkerBelle" (my strategist persona) lives at the intersection of these three domains. I hope you enjoy this space, please comment and don't be a stranger. I appreciate you being here. Follow me in the tweetverse if you like @thaz7. Stay groovy.
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Smells like a winner
OK, everyone and their mother has probably used this as a title in a post.
The new Old Spice work has inevitably all of us chatting about in our agency walls. Good, bad or overhyped, the experiment is advertising gold (or Titanium, whatever). In my mind, there is absolutely no disputing the genius of the original advert (I’m on a horse), but this expression has really taken on a life of it’s own. Within my own “twitter land” it was hard to find a tweet that wasn’t about Old Spice the past two days. Yes. Old Spice. Amongst jaded, angry advertising/marketing professionals. We too are mesmerized by the man in a towel.
What Ian Tait and his brilliant team at W+K have done so beautifully (as described on copious news sites: Fast Company, Read Write Web and many many more) is orchestrate (da-dah-dahhh) an incredible social idea. Take something funny–an incredible television asset (with some one very funny) and make his voice come to life and truly interact with the audience-empower them to step into the proverbial shower with this guy. Giving an idea legs. And a towel. I think it’s left many, many of us wishing we thought of it first.
And the understated smarts of the piece is there is no “microsite” or “hub” being used. It’s using existing spheres- youtube and twitter– and creating an incredibly agile piece of communication art. I think this is what makes this so awesome. Using the tools at hand–people (user generated content), a very smart influence strategy–answering Ms. Milano and Mrs. Kutcher is a marketing trick, a damn good one.–existing mediums and a great character to make something just a little magical. Sorry cynics, these guys got me.
Well done w+k. Well done.
