Old Spice has fueled the virility of its "the Old Spice guy"commercials by posting them on Facebook and allowing fans to comments on them.
This Procter & Gamble brand achieved viral marketing glory last year with its towel-clad, former football star pitchman Isaiah Mustafa, better known as "the Old Spice guy." Facebook is a significant part of this 73-year-old brand's newfound edge, says P&G spokesman Mike Nortan, pointing to the comments posted by millions—1,314,456 to be exact—of smitten fans, who purchase Old Spice deodorant, shower gel and other products. "Old Spice uses Facebook to connect with our fans on a one-to-one basis," he says, adding that promoting active discussions and product giveaways on the page have built brand loyalty among customers. And the Old Spice Guy hasn't thrown in the towel yet. He jumped back on the scene last month with a new series of ads, and the firm allowed one "superfan" to stream the first commercial on their Facebook page prior to the television premiere date.