Earlier today several tech geeks, writers, and marketers got together in Portland, Oregon to create about 87 short YouTube videos about Old Spice in real time. Across all of these videos, there has been over 4 million views. The videos being created even featured responses to celebrity tweets in real-time.
Old Spice worked with marketing agency Wieden + Kennedy, actor Isaiah Mustafa, and even worked with 4chan users.
The team allowed people to ask Isaiah a question over social networks and Twitter where he personally responded to a lot of them. Wieden Global Interactive Creative Director Iain Tait is leading the ad program for Old Spice. Before Isaiah was pulled in to make these videos, Terry Crews was the other tough guy in a towel that Old Spice used for their commercials.