Thursday, 15 July 2010

Daily Links (16.07.2010): Who isn't talking about Old Spice

Interesting piece by Brand Week on the current situation within geolocation. I'm amazed how quickly this has gone from a two or three network battle into dominance by Foursquare. There is also a very insightful position on the usefulness of Foursquare as a platform and not a content publisher (i.e. possibilities coming from the API, etc.).
The two popular Old Spice virals hit the nail on the head when it comes to deadpan humor and charm. Extending the life of the campaign through mini-content &social media engagement is a no brainer, but its interesting to see how Old Spice leveraged the actor from the content to generate personalized shorts involving Twitter responses to the campaign. Compared to other funny commercial characters of the past (such as last year's 'Most Interesting Man in the World' from Dos Equis), this is a well designed alternative to non-targeted short form content.

While the conversational aspect of the Twitter Old Spice shorts may get a little old after a few, its definitely a novel approach to user engagement.

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