BrandFlakesforBreakfast might have put it best: "…If you live in a cave, you need to be aware of the fact that Old Spice owned the internet yesterday."
Indeed. How the brand did that owning is fascinating (and, if you haven't seen it already, ReadWriteWeb's detailed description of that process is well worth the read); essentially, Old Spice's ad agency spent an entire day curating the real-time web, writing and producing videos based on that curation, and posting them to YouTube — where, again, the real-time web could do its thing. It was, as Josh pointed out, the advertising world's answer to the Demand Media model of content creation: research, churn, lather, rinse, repeat.
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