Update: Was done with their encouragement.
Sure the @oldspice videos have been funny, but if this voicemail generator is not part of the campaign, how they handle it will be the real reflection of how well they get the internet. @oldspice played along with this voicemail generator and showed they “got it”
I’ve seen followers on twitter saying things like “@oldspice wins the internet”, and their video responses to people tweeting by the actor in their adverts have been generally funny, and impressive for really engaging with people. The knowledge behind comments addressed to the founders of Digg and Twitter gave them decent internet gravitas.
Enter now the Oldspice Voicemail generator:
now I don’t know if it’s something that somebody has genuinely done by someone else, or if it’s just another part of this oh-so-viral campaign (I’m a little too tired to go digging properly, so I wouldn’t be surprised). If it is an external thing, how they handle it will be the real indication if they “get” the “internet”. Don’t go slapping a take-down notice, as you’ll replace a load of Win with an Epic Legal Fail.
They set the campaign free, I suspect this will be the textbook “how to merge big campaign with social media” example for a few years. Look forward to a many piss-poor imitations.