Why the Old Spice guy marketing campaign is effective

I love the Old Spice guy commercials! They crack me up and are absolutely hysterical. As I was in the BCM taking a shower after a rigorous game of racquetball with Jason I noticed two containers of Old Spice shower gel. The marketing campaign is working…why? Could it be because both me and women love this guy? Men – he is amazing! We love him because he is so stinking funny and up front with the purpose of the commercial. He is straightforward. We love him because the commercials don’t make sense…but do. Ladies – he is gorgeous! Women love his looks, the fact that he is confident, talks about his pecs and wish their man looked like him.

However, the marketing campaign goes beyond television commercials. Many people have been to youtube to see his responses to tweets. They are just as funny. Whoever the writers are (they have not disclosed who these brilliant writers are yet), have made the Old Spice guy an icon for generations of guys and girls. They have created a tribe that has the internet buzzing about his sayings. Old Spice realized the value in creating something that couldn’t be planned. The upper management had to have tons of trust in the video producers as they are being churned out daily.

What can we as a college ministry? church? or even business learn from this?

Do we need to be more random? Do we need to find an incredible looking guy who drinks orange mocha frappuccinos? Do we even know our audience? (did you ever notice that the commercials target women but it is a women’s body wash…they know something!) How can we create a buzz about our ministry or heck, what about creating a buzz about Christ?

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