As discussed in class, one of our favorite digital marketing case studies was the Old Spice Guy and the success of the campaign due to the viral nature of the ads.
While the original and most popular Old Spice Guy, Isaiah Mustafa was replaced in 2011 with other notable male counterparts, his popularity prompted a new campaign for the holiday season, MANta Claus. The gift-giving concept is being applied to not only the digital formats of videos, but also more traditional advertising mediums such as television, newspaper and billboards. This shows the strategic process of the campaign to not only drive publicity but increased sales over the holiday using various platforms and consumer touchpoints.
I know we'll all be tuned in to see how this campaign turns out!
http://www.clickz.com/clickz/news/2130994/spice-guy-goes-cross-platform-holiday-campaign
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