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How Old Spice Mesmerized, Caressed, Made Love To… And Hacked The Social Graph
 

How Old Spice Mesmerized, Caressed, Made Love To… And Hacked The Social Graph

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Portfolio Center Students (and others!),...

Portfolio Center Students (and others!),

Here is my presentation on Old Spice and what tactics they used to blow up on the interwebs in just two days.

If you have questions or comments, add them at and I'll reply.

Thanks for attending!

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How Old Spice Mesmerized, Caressed, Made Love To… And Hacked The Social Graph How Old Spice Mesmerized, Caressed, Made Love To… And Hacked The Social Graph Presentation Transcript

  • Hack it! Marketing To The Social Graph
    @naveed_l / naveedl.tumblr.com / piryx.com
  • How Old Spice Mesmerized, Caressed, Made Love To… and Hacked The Social Graph
  • In Two Days
    15 Million +
    YouTube Views
    1/2 Million +
    Facebook Fans
    68,000 +
    Twitter Followers
  • 50 Million Impressions
    $1.4 Million
    Broadcast TV
    $50K
    Promoted Tweets
  • “ It just gives you a glimpse of
    where the world is going…”
    Patrick Picheette, Google CFO
  • Input
    TV Commercial
    Old Spice Website
    YouTube Channel
    Promoted Tweet
  • Output
    Blog Postings
    Twitter Replies
    Video Comments
    Facebook Likes
  • It’s All In The Flow
    Interweb
    Input
    Output
  • Input
    Video Responses
    Twitter Replies
    Facebook Updates
    Digg Submission
  • Good Ole’ Days
  • Look Ma, We’re Integrated!
    “Thanks John! Buy Old Spice!”
    “Hey, Cool Video!”
    John
    Old Spice
  • Hacking The Graph
  • Sucker 1: Perez Hilton
  • Sucker 1: Perez Hilton
  • Sucker 2: Kevin Rose
  • Sucker 2: Kevin Rose
  • Sucker 3: Ashton Kutcher
  • Sucker 3: Ashton Kutcher
  • Sucker 4: 4chan
  • Sucker 4: 4chan
  • Sucker 5: Joe Blow
  • Sucker 5: Joe Blow
  • Hacking The Graph
  • Don’t Steal… Build
    Dude, Who Jacked
    My Idea?
  • The Spectrum
  • “These tools don't get socially interesting until they get technologically boring. It isn't when the shiny new tools show up that they are used to start permeating society, it's when everyone is able to take them for granted...”
    Clay Shirky, Smart Dude From A TED Video
  • In The Year 2012…
    Everything Is Social
    Personalized Experiences, Gaming, Rewards, Advertising
    Everything Is Mobile
    Accessible, Global, Cheap, Native Apps, HTML5
    Everything Is Connected
    APIS, OpenID, Shared Connections, Data Portability, Google TV
    Everything Is Tracked
    Analytics, Behavioral, Contextual
  • Your Turn!
    Get In A Group
    Groups Of 5, 45 Minutes Of Collaboration
    Select A Brand
    Choose A Brand You Want To Apply Input And Output Flow To
    Select A Product
    Choose A Product For The Brand, Launch It, Refresh It, Whatever
    And Hack It!
    In 10 Minutes, Walk Us Through Your Hack And Discuss
  • Questions?