Problem
How do you top the explosive response to the original “Man Your Man Could Smell Like” Old Spice Guy campaign?
Solution
Double the Old Spice guy, double the response. We enlisted Fabio, international model and romance novel icon, to challenge the original Old Spice Guy (Isaiah Mustafa) to Mano a Mano in el Baño: an epic battle for the internet to determine the Best Old Spice Guy. Over the course of three days, we put out hundreds of videos, tweets, pins and GIFs of the two icons dueling, responding to fans and challenging one another. It all ended when we tallied the fans’ votes and announced Isaiah as the victor.
Results
The battle (and it's nearly 100 videos) did in fact win the internet, with 7.6+ million views, 40,000 mentions on YouTube, Twitter and Facebook, and reached more than 40 million unique people online.
Team
Social Strategist: Yours Truly
Digital Strategist: Dean McBeth
Strategy Director: Britton Taylor
Creative Directors: Jason Bagley, Craig Allen
Account Team: Michael Dalton
Me with the winning Old Spice Guy