Saturday, July 17, 2010

Star explainer on Old Spice event (see 1st post below)

Who is he and how did it work? Isaiah Mustafa was born on 11 February 1974, the youngest of seven children, and studied history at Arizona State University. After graduating with BA Honours Mustafa was an American football player between 1997 and 2000. He played for the Tennessee Titans before moving to Europe to represent the Barcelona Dragons. As Star article says: "A team of digital gurus and a bare-chested former NFL wide receiver named Isaiah Mustafa, created an unprecedented viral video campaign that made Barack Obama's presidential victory speech look like nothing more than a blip on YouTube's radar. Old Spice's “The Man Your Man Could Smell Like” ads, staring Mustafa as a chiseled dreamboat moving through surreal landscapes while brandishing Old Spice body wash, launched in February and have generated millions of hits. This week, Old Spice and ad agency Wieden + Kennedy took the campaign to an extraordinary next level. The masterminds answered questions on Twitter, Facebook and other social media sites with personal video messages. By Wednesday, the team had churned out 187 video responses, some within minutes of receiving questions from viewers, and all of them hilarious."

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