Old Spice, Tippex and the rise of interactive virals


With a record number of companies pouring money into social media (eMarketer: Social media ad spend to hit $1.7 billion in 2010) we’re starting to see some really interesting viral campaigns popping up all over the place. Think back over the last year, which campaigns have been the most memorable?

is by far one of the most popular video virals of the year, thanks to a humorous approach and a quick response to requests on Twitter. According to the Social Times, the campaign received 5.9 million YouTube views in the first day, 20 million by day three and 40 million by the end of the first week. By creating a series of speedy follow ups, the brand extended the popularity of the viral and spread their campaign across both Twitter and Facebook. The brand’s Twitter following increased by 2700% and their Facebook interaction rose by 800%. Traffic to OldSpice.com increased by 300%.

Social advertising

By embracing YouTube, Old Spice have changed the image of their brand and products, proving to be a step ahead of their competitors. The company has since reported that their sales are up by 107%, elevating their position to become the number one brand for men’s body wash

Other YouTube-based virals include the recent campaign, where the viewer directs the result of the video, and the recent trailers for , which resulted in Stallone jumping out of his video to shoot down all the related videos.

Interactive movie trailers

Movie companies in particular have added YouTube to their social media strategy. Unsurprisingly, the release of The Social Network (a film tracking the meteoric rise of Facebook founder, Mark Zuckerberg)has led to an interactive video trailer (or an i-Trailer), featuring facts and social media mentions about the film when you click on the video. The ironic thing? According to Pocket-Lint, the film about Facebook debuted its trailer on….MySpace.

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