If you haven’t checked it out yet, @oldspice is responding to all sorts of messages left through social media on the Old Spice Youtube Channel. Here’s an example:

I’ve gathered some stats that were as accurate as I could get earlier today around 12:30 and probably don’t begin to measure the total impact of the campaign, as they don’t even begin to measure the blog posts and Facebook shares, etc. of the videos.

149 ‘response’ videos thus far and it’s probably more than that by the time I finish writing, for a combined 3,347,742 views. The average video has been viewed 22,468 times.

Tweets @oldspice in the past two days are at 12,066, and he’s getting responses on Facebook, YouTube, etc, also. (That number grew by 30 in less than one minute).

New videos are getting about 130 views within minutes. Within 20-30 minutes, they average around 300 views. Overnight, viewing numbers explode as blogs pick up their favorite videos and they are passed around virally.

So far, the campaign has: Endorsed libraries, facilitated a marriage proposal, responded to many articles from outlets like: Huffington Post, LA Times, Perez Hilton, 4Chan(!) and G4 TV, responded to celebrities and online personalities such as: Ellen Degeneres, Ashton Kutcher, Demi Moore, Biz and Ev, Kevin Rose, Guy Kawasaki, Ryan Seacrest, and carried on an ‘online fliration’ with Alyssa Milano. Oh, and they responded to the official Starbucks twitter account, getting in on the action.

I went to my old university the yesterday to see a friend and when I arrived they had been watching these videos for awhile. This is a huge success story for Old Spice in updating their brand from the previous perception as an ‘old person’ brand. (College-aged friend’s words, not mine.)