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|On the Scene|
|Monday, September 20, 2010|
BY EMMA HALL
Dean McBeth, Old Spice Community Manager at Wieden + Kennedy, as well as Senior Strategist for Procter and Gamble brands (if that's too much of a mouthful, just call him by his office nickname, which is Robot), gave a talk called "Old Spice and Exotic Social Media Animals" at The New Communicators, giving a behind-the-scenes look at how the successful marketing campaign came together.
More so than the iconic commercials, McBeth addressed the genre-bending marketing strategy utilizing emerging platforms—specifically YouTube, Twitter and Facebook—to interact directly with fans.
Once these six types of "partygoers" were identified, the team started crafting responses. From the time it took to receive a question to the time a video response was posted, it took an average of less than 15 minutes. The one that really made them sweat and took a few extra minutes? When George Stephanopoulos tweeted "Hey Old Spice Man -- Political question: President's lost some female support. How does WH get those women voters back?" The advice included the suggestion that President Obama should henceforth only be seen in a towel, along with the idea of ending the State of the Union address with "Presidential Ab Point."
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