Anything's possible when your man smells like Old Spice. Like, say, customers begging for more ads from a deodorant company.
Isaiah Mustafa, star of Old Spice's popular deodorant commercials, spent all day yesterday recording short YouTube videos responding to tweets from fans.
"Today could be just like the other 364 days you log into twitter, or maybe the Old Spice man shows up," he tweeted in the morning. Twitter users began to post comments or questions @OldSpice, and would receive an almost immediate video response from the Old Spice man himself.
Though not a move I'd reccommend, one lucky fellow had the Old Spice man propose to his girlfriend for him. According to Old Spice's twitter feed, she accepted.
There is plenty of resistance to customized online advertising that uses personal browsing data, largely on the basis of privacy concerns. And yet, with the help of social media and a few viral videos, Old Spice seems to have found a way to make internet users really want to view and participate in online advertising.