Old Spice’s continual challenge is to find new ways to engage young guys. With this effort, we partnered with Vimeo to create “Old Spice Muscle Music”--the first-ever embeddable interactive player that allowed guys to play custom musical creations using Terry Crews’s muscles. The embeddable player allowed guys to post and share their muscular symphonies on a variety of social networks, including Facebook, Tumblr and more.

Muscle Music is one of the most successful user-generated campaigns of all time.

• In one week, more than 14,000 custom “Muscle Music” clips had been created and shared on Vimeo.

• Thanks to a highly entertaining execution and Vimeo’s embeddable, highly shareable player, the campaign racked up more than 7.3 million views across Vimeo and YouTube in only one week, making it the #1 viral video on the Internet (according to Visible Measures and AdAge).

• Almost two decades of brand engagement on Vimeo in one week. 6.1 million (views) X 101 seconds (average time spent) = 19.5364 years. Source: Vimeo

We partnered with Vimeo to create Old Spice “Muscle Music,” a custom, first-of-its-kind embeddable interactive experience featuring muscleman Terry Crews. The experience allowed viewers to “create” and share songs using Terry Crews’s muscles across multiple platforms, including Facebook, Tumblr and more.