The Old Spice commercials from last year were some of the most viralled on the internet. Now the marketing think tank from Old Spice are attempting to keep the hype going. They have recruited 80's pop culture icon Fabio to "try out" for the role of the new Old Spice guy. But the current one is not going without a fight.
Old Spice has used traditional online and offline media to drive the hype towards heavy hits on their website to watch the duel play out. It's a very creative way to generate large traffic, impressions and positive brand experience.