According to ReadWriteWeb a team of videographers and creatives are working in concert with technical staff to determine which Tweets have the combination of social influence and content potential to merit a filmed response. The report quotes Iain Tait, Global Interactive Creative Director: "We're looking at who's written those comments, what their influence is and what comments have the most potential for helping us create new content. The social media guys and script writers are collaborating to make that call in real time. We have people shooting and we're editing it as it happens. Then the social media guys are looking at how to get that back out around the web...in real time."
Early Thursday the project came to an end with an over-the-top sign off video.
The effect is simply brilliant. They have succeeded in blending social media, video and sheer creative inspiration into a campaign that looks like nothing that came before. This has become an ongoing social media/video event that just expands its reach every second. Weiden + Kennedy have tons of video assets to leverage across a host of media now. The character has new life, even if the one-joke premise has got to fray pretty soon.
The videos are hit or miss, but the project was so addictive you just kept coming back to see if the next one was a hit. The Demi Moore clip, in which our hero trashes a pirate piñata is noteworthy. Alyssa Milano herself grabbed a towel and took her vidcam into the bathroom to vid-banter with him.
This is media you can't buy.
Wieden + Kennedy showed us that anyone with a Twitter account could interact with a brand in a way that creates an entirely new experience. The experience was powerful because it wasn't scripted, illustrating the ascendancy of improvisation over rote content.
Thanks to this groundbreaking effort, we are one step closer to the world imagined in the classic Michael Douglas movie, "The Game".
What happens when social media is overwhelmed with attempts at viral social media? Will it become tiresome, or will the best just rise to the top?
This old spice campaign is really taking off.
http://priorityresults.com/blog/old-spice-combines-tv-twitter-and-youtube-efforts-to-boost-brand/
Hey that movie is really good.