Entrepreneur.com blog: Old Spice social media videos

A blog post on Entrepreneur.com, July 15, 2010 analyzes how the Old Spice Man and Old Spice videos went viral on Twitter, Facebook and YouTube.

Craig Reiss, author of the blog post, describes 7 Post-Old-Spice Principles of Social Media Marketing, which he explains, any of us can apply — even if we’re not Proctor and Gamble and  “don’t have a big-time ad agency writing on-the-fly copy” (referencing Wieden + Kennedy, the ad agency behind the Old Spice social media videos).

In principle number 6 (Keep the videos simple and short), Reiss gives a nod to New Jersey’s own Gary Vaynerchuk:

Vaynerchuk, too, is a great example of minimalist consistency. His winelibrary.com videos are all shot straight on in the dingy, poorly lit conference room of his wine store in New Jersey. Doesn’t  matter. He became a self-proclaimed $60 million wine shop and a frequent guest on Leno and Conan O’Brien. Don’t let the setting or the production distract you from putting across the persona.

Here’s a behind-the-scenes look at a taping of an episode about AOL for GaryVaynerchuk.com in Gary V’s office. As you can see, the production elements are basically just one guy (his cameraman Mott) with a video camera on a tripod, an extra light on a stand in the background, and a clip-on microphone on Gary, who is sitting at his desk. (The camerawoman, who is not usually a part of Gary’s daily tapings, is Lauren Saffa who was there for the day, shooting bonus video footage for the Vook version of Gary’s book Crush It!) This was filmed during a NJ Tweetup that I coordinated at the Wine Library on July 20, 2009 with social media users from NJ, NYC and Philadelphia  (behind-the-scenes footage by Eva Abreu):

Here’s a link to the actual video on GaryVaynerchuk.com http://garyvaynerchuk.com/post/145699373/aol-doing-things-i-think-many-people-should-be

So the point is, we all have a shot at becoming the next Old Spice Man or going global like Gary V. did from his father’s original Shopper’s Discount Liquor store in Springfield NJ.

What are your thoughts or questions about using video in social media? Leave a comment below or send a tweet or Facebook.

Talk to you soon,

Eva Abreu, NJ Social Media
Email: editor {at} njsocialmedia {dot} com