Then end of last month they pulled a trick from their pocket and gathered group of social media and advertising experts together and launched new "campaign" in YouTube and Twitter etc. First ads were funny and got lot of views on the web, but when they started to answer with video commercials to tweets almost real time, then they really hit the spot.
Here's one for example:
These ads worked at least for me. Next time I'm searching for new fragrance, I at least will check Old Spice out.
If you wanna know more how they worked it out, there's and article in ReadWriteWeb on it: http://www.readwriteweb.com/archives/how_old_spice_won_the_internet.php
Written by +Henri Hämäläinen