Old Spice Urges Students to Make a ‘Smellmitment’
Anyone who has seen its most recent ad campaign knows that Old Spice hasn’t been “your dad’s Old Spice” for a few years now. To keep its updated brand equity alive among up-and-coming male college students (and the women who smell them), Old Spice launched a six-campus Make a Smellmitment program where students could select their favorite scent (Bearglove, Timber or Swagger), grab some props and post a “Smellfie” to their social networks. The program generated more than one million social media impressions.
To kick it all off, a network of student influencers flooded each campus with tabling events, door hangers, window clings and other peer-to-peer communications. Campus-specific microsites and geo-fencing display ads engaged students across digital channels. The brand also activated at tailgate parties, where consumers could grab product samples and premiums, and snap their Smellfie in front of a scent-specific backdrop. The campus microsites aggregated all the Smellfies from each campus, automatically entering submissions into a sweepstakes for various prizes.
By the time the last manly scent had been sniffed, Old Spice had sampled more than 44,000 products to its target audience, made more than 144,000 direct impressions with football fans and students and generated more than 1,000 Smellfies. Ahhhhh, the smell of success.