The makers behind Old Spice know how to take an outdated brand and blow the cobwebs off by launching it onto the social web with a unique use of Twitter and YouTube.
Viral marketing takes on a new life with the Old Spice Guy, Isaiah Mustafa, who has got himself a Twitter account and is encouraging celebrities to tweet him with the reward of an almost-instant personalised response on his YouTube channel.
Celebrities have been getting in on the act with actresses Rose McGowan and Alyssa Milano chatting to Old Spice Guy, as well as Ashton Kutcher, Ellen DeGeneres and Kevin Rose.
So far, with only one day of tweeting and videoing, the Old Spice Guy has created video responses to more than 100 people (including non-celebrities!) and the brand is trending on Twitter as well as creating a buzz in the overall online space.