“The Man Your Man Could Smell Like” television spot was a huge success, but we wanted to engage with fans on a deeper, more intimate level. We thus created an interactive experience in which our Old Spice Guy personally responded to fans on the Internet in real time—an effort that would go on to become one of the most popular interactive campaigns in history.

Inspired by real comments from fans all over the Web, we wrote and produced 186 videos in 2½ days, in which our hero, among other things, fielded phone calls from wild animals.

'Response' would go on to become one of the most popular interactive campaigns of all time.Building Relationships•300M direct consumer mentions of ‘Old Spice’ online•Twitter followers increased 2700%•Facebook fan interactions increased 800%•Facebook fans increased 60%•Oldspice.com traffic increased 300%•Old Spice became the #1 All-Time Most Viewed and #1 Most Subscribed Branded Channel on YouTube Views/Impressions· 40MM YouTube views in less than a week· 200MM impressions on Twitter aloneROIThe “Response” campaign was produced/promoted for less than $250M but earned an equivalent of $9MM in free media.