For a second act on the Web, Old Spice's "The Man Your Man Could Smell Like" campaign is turning into a command performance. The popular TV effort from Wieden + Kennedy for the client's Red Zone Body Wash spun out yesterday into a social media salvo that took its main character -- the super-suave, Old Spice Guy, envied by men and adored by women -- and plopped him smack in the middle of the real-time Web. In two days, Isaiah Mustafa, the actor who plays the ever-shirtless Old Spice guy, has made about 200 short videos responding to comments and questions directed his way via Twitter, Facebook and social sites like Reddit. Wieden decided to center the social media push around YouTube and Twitter. YouTube is hosting the videos, while Twitter is providing the bulk of the distribution. Thanks in part to a Twitter ad promotion that featured the push as a trending topic, Old Spice's Twitter account has grown to 43,000. And the Old Spice YouTube channels have been viewed over 58 million times.
