Old Spice smells social-media success

Old Spice has a viral hit on its hands with its latest round of ads, thanks to a smart social-media strategy that combines the best of Twitter and YouTube. The ads feature a shirtless hunk who issues personal video responses to tweets from top Twitter users such as Ashton Kutcher and Perez Hilton, guaranteeing a tsunami of traffic to the clips. Old Spice has also used Twitter’s Promoted Trending Topic service to boost the buzz around the ads. “This campaign really is a perfect storm of viralty,” writes Brenna Ehrlich.  Mashable


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