Six Pixels of Separation - The Blog
August 1, 2010 8:37 PM

Debating Old Spice, New Media And Old Media With Joseph Jaffe

Episode #213 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.

Joseph Jaffe is widely regarded as one of the top Marketing Bloggers (Jaffe Juice) and Podcasters (both Jaffe Juice in audio and Jaffe Juice TV in video). He is the author of three excellent books (Life After The 30-Second Spot, Join The Conversation and the newly minted, Flip The Funnel). Along with that, he is currently one of the chiefs over at the Social Media Marketing agency, Powered. A long-time friend (and one of the main inspirations behind the Six Pixels of Separation Blog and Podcast), we've decided to hold monthly conversations, debates and back-and-forths that will dive a little deeper into the Digital Marketing and Social Media landscape. This is our seventh conversation (or, as I like to affectionately call it, Across The Sound 7.20), and this one focuses on the chaos that is the new Old Spice advertising campaign. Enjoy the conversation...

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Twist Image Podcast #213.

By Mitch Joel


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  • Posted by Rob Jeanveau
    Mitch Joel

    Hey Mitch, truly one of my favorite conversations with you and Joe. I completely agreed with most of what you were saying and learned a lot from your insights but one thing I disagreed with was that there was no social media activation element here and that it was just broadcast over SM channels. Maybe it was just the timing of when the podcast was recorded, but this YouTube component continues to evolve pushed by users creating their own content. The SM activation component may not have be overt ( ie. Create your own old spice video and enter our contest) but I fully expect that the agency besides the client and told them that if they went the YouTube route they needed to be fully prepared to give up control of their brand because it would be taken over (to a certain degree in this case) by the consumers/creators. A quick look on you tube shows now 17million+ views if the 30 second spot. But also countless parodies, spoofs, mash-ups Abe remixes, many of which have millions and hundreds of thousands of views. I am pretty sure they expected, or at least hoped that was going to happen. They just aren't sending the video with the most views a lifetime supply of old spice.

    • You are totally right. The Social Media happened without Old Spice. People started doing parody videos, mash-ups, tweeting it up, etc... My headspace was more in-line with the fact that Old Spice didn't create a Social Media platform, they used the platforms to broadcast into. What the mass populous did with it is pure Social Media glory. Thanks for bringing it all home.

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