Posts Tagged ‘Kenny Powers’

matt - Thursday, July 15th, 2010

Old Spice Guy Serenades Advertising Types, Bloggers and Average Joes…All In Near Real-Time

It seems like this has already blown up pretty much everywhere on the internet but if you haven’t seen it yet, it’s one of the most ingenious integrated campaigns to come around in quite a long time.  Using the Old Spice Man Who You Want Your Man To Smell Like, W+K has created a character that has gone beyond TV and crashed the social media party on Twitter, Facebook, YouTube – and just about everywhere else.  And the best thing about this is how simple it is.  Select user comments on Old Spice are selected and then posted as a YouTube video response – with often hilarious results.  My personal favorite is the serenade of Teressa Iezzi and Ann-Christine Diaz from Creativity (embedded below).  What’s ingenious about this campaign is how it’s suddenly turned everybody into Charlie from Willie Wonka in search of the Golden Ticket.   The Golden Ticket being a personalized video response from The Old Spice Guy after posting a comment on one of Old Spice’s social media channel (YouTube, Twitter, Facebook, etc.)

You can view the rest of the YouTube videos here and an Adweek write-up on how they pulled it off here.  It’s risky when brands try to create a personality that can extend outside of  ‘advertising’ but this social media execution was done at the right time and targeted the exact right people – influential bloggers, high profile twitter users and even ‘normal’ people.  The normal, average Joe’s being the main reason I think this is taking off.

The last time I can remember a well done integration of a ‘fictional personality’ and social media was Kenny Powers from Eastbound and Down.  Deep Focus helped give the character a voice on Facebook and Twitter that helped build the characters popularity even after the HBO season ended.  How will this work for Old Spice? Who knows, but it’s definitely fun now and hope they can keep it going for as long as possible.

UPDATE: I forgot to mention this funny voicemail generator.  SWAN DIVE!

UPDATE #2:  Looks like the campaign is over but going out while on top – SILVERFISH HAND CATCH!

, , , , , , | Cool Stuff We Like, online video, Social Media | Permalink
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matt - Thursday, April 9th, 2009

Kenny Powers – Your New Facebook Friend

“I play real sports. I ain’t trying to be the best at exercising.”

I’ll spare everybody the vast amount of classic Kenny Powers’ quotes (you can find an entire thread of them here. ) For those of you in the know though – I’M F’NG IN and YOU’RE F’NG OUT. :-)

Kenny Powers is a fictional character on an HBO series called Eastbound and Down. The show is produced by Adam McKay, Will Ferrell and Danny McBride and has a lot of the same humor as classics such as Anchorman and The 40 Year Old Virgin. But the Kenny Power’s character…let’s just say he’s in an entire league of his own…

This is one social media tactical execution by a brand that is done extremely well on Facebook. With a recent move to public company profile pages, brands have the same profile as other users on Facebook. This allows more flexibility for a brand to communicate with the Facebook community but more importantly for a brand personality to really tap into that virtual nirvana on Facebook – the stream of Status Updates on a Facebook Users home page. What caught my eye was an update from Kenny Power’s himself that appeared in my Status Updates:

As you can see above this update has only been up for 17 hours and has generated over 14,000 ‘likes’ and 1,800 comments. And that is just off a Status Update. Amazing. It helps that the show is well written and one of the best series on TV, but kudos to Deep Focus and HBO in realizing Kenny Powers’ potential as a brand personality and your latest motherf’ng Facebook friend.

, , | Entertainment Marketing, Social Media, Uncategorized | Permalink
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