1. Old Spice
Different Scents for Different Gents

2. _ Smell the opportunities...

3. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

4. _ Social Networks
Unique Visitors** 92.2 Million
August 2009
64.2 Million
20.8 Million
Myspace
http://www.chicagotribune.com/business/chi-biz-twitter-graphic-oct07,0,1689342.graphic

5. _ Twitter
Make new
connections
Drive website traffic
Communicate with
consumers
Promote relative,
creative content
People are talking,
we should listen.

6. _ Twitter: The possibilities
Southwest Airlines Starbucks
Comcast Best Buy
800000
600000
400000
200000
0
2007

7. _ Twitter: Why?
Rebroadcast important information across
Builds the strength of relationships.
all media platforms.
The authenticity of a brand is easily
ABM: Always be marketing
accessible.
Link sharing - drive people to brands drive People follow those who are good
communication to a product, drive traffic information sources: you can be that
through relative, creative content. source
R/GA: Growing Your Brand on Twitter: Strategies and Tactics from the Trenches

8. Direct Competitors Not on Twitter
Target Market are Heavy Twitter Users
Lot Of Room To Grow: Only 151 Followers
Twitter Will Grow Exponentially Over the Next 2 Years
_ Can you smell the opportunity yet...?

9. _ Facebook
Goals
Increase Content
Increase Communication
Increase Entertainment
Increase Interaction
Increase Information
Increase Followers
Increase Enjoyment

10. Web Based Promotion to Increase Followers
The “Woody Effect.”
TGI Fridays: Hired a brand ambassador “Woody”
Offered a free burger to fans
Gained 987,288 fans in less than 30 days
_ Can you smell the opportunity yet...?

11. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

12. _ Point of Sale
The need to be different in an “oh-so-similar” society
An
Interactive
Experience
_ Touchscreen Display
Allows users to interact with brand
Matches customer needs to product
Educates consumer on product line
Provides a fun shopping experience

13. _ Point of Sale
The need to be different in an “oh-so-similar” society
The Semacode What is it?
Look at it as a new barcode.
Allows brand interaction between
product and consumer.
When snapped with a smart phone camera,
the product “comes alive.”

14. _ The Semacode
How Will Old Spice
Utilize the Semacode?
At point of purchase
Consumer will snap barcode
Product will begin to interact
Take you to a mobile website
Download a Youtube video
Download a virtual coupon

15. _ Augmented Reality
Lego Got Things Started... Old Spice Smells it...
See what finished product would look like. At point of purchase
Consumer will put product near display
Product will begin to interact
Show you which “gent” the product is for
~
Old Spice Everclear: Shows a man dressed up
Old Spice Limewire: Shows the “minitar man”
Old Spice High Performance: A weightlifter

16. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

17. _ Interactive
Attention, Education, Entertainment, Communication, Action
Example: Me
Swaggerize Michael Buffa Before
Upload your picture
Swaggerize or de-
swaggerize yourself
Image would match
up with image in the
data bank, and
choose a new one
accordingly
Provide links to share

18. _ Case Study (Milk Yourself)
Insert Your Picture to Make a Got Milk Ad
Share through Twitter, Facebook, and Myspace

19. _ Interactive Why Not Spice Yourself?
Make Your Own Ad

20. _ Interactive
Attention, Education, Entertainment, Communication, Action
Old Spice: Which Gent Are You???
An online quiz that asks funny questions Answer:
The Meathead
to determine what type of gent you are
Example:
What type of books do you like?
A. Romance B. Thriller C. I Don’t Read
How often do you lift weights?
A. Sometimes B. Often C. Never

21. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

22. _ Mobile Marketing
The Man Corner
Concerts
Events
Beaches

23. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

24. _ Blog
Relative, creative content
Pictures from mobile tour
Information resources for target
For example:
Sports news NOT A WEBSITE
Grooming Tips Relates to product but
isn’t a direct endorsement
Dating tips
Job Hunting Skills

25. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

26. _ Mobile/Smartphone
Cell phones will outnumber computers 3-1 in 2010
The smartphone will become #1 way consumers
access the web in 2010.
40% of non-smart phone owners intend to purchase one within
the next year
Internet Access Bluetooth
Everywhere Technology
Mobile Marketing Case Study http://www.moosylvania.com/insights.aspx

27. _ Bluetooth
Content delivered directly to phone when in “bluetooth zone.”
Walk into movie theater - a new movie trailer delivered to your phone
Walk past a bar, asks “Do you need a bud? Sends mobile coupon
Walk down personal care aisle, downloads Old Spice commercial

28. _ Mobile Website
Must have a mobile version of website.
Delivers point of purchase information
Possible iPhone App with content, coupons, and promotions

29. The Plan Interactive
Point of Sale
Social Networks
Mobile
Promotions
Marketing
Mobile/ Blog
Smartphone

30. _ Promotions
Finding Mr. Spice - A search for a face behind the brand
Users will answer questions and submit a video.
Users will attempt to get votes through social networks.
Winner will get 100,000 dollars and an Old Spice Endorsement
Smaller prizes given to top 5
Everyone who submits will get a free product

31. Smell the opportunity...