Proceeds to benefit:
Alyssa Milano Takes Philanthropy Viral
Even if you don't watch Youtube, even if you don't tweet, even if you don't use deodorant; you've probably heard about the Old Spice brand's latest stunt with the Old Spice man. Oh come on—you don't watch Youtube, tweet, or use deodorant? Alright, here’s what you missed:
http://www.youtube.com/watch?v=-oElH6M_5i4
Actor Isaiah Mustafa filmed a barrage of video responses to fans' tweets, comments, and wall posts. Brands, bloggers, consumers, and celebrities all vied for the Old Spice man's bountifully-ab'ed attention. But he and Alyssa Milano seemed to have something special, starting with the video above and then the following response to her tweet asking, "Are you flirting with me?"
http://www.youtube.com/watch?v=s5KIYhXa_8E
Then life imitated art, and that art was surreal. The roses in that video? They were delivered to Alyssa Milano's doorstep with a handwritten note. As the Old Spice man explained in a follow-up video:
At this point it's probably obvious to you as it is to me that we are in a long-term committed relationship. And in order for our love-filled trust explosion to continue and prosper, the next step is wildly obvious. To you. Because you're a woman. So tell me what to do next.
And tell him she did. In a video of her own, the "full-bosomed, diminutive" actress (her words, not mine) offered an ultimatum: for the sake of their long-term committed relationship, donate 100k to the National Wildlife Federation's Gulf Oil Spill Restoration Fund.
http://www.youtube.com/watch?v=1VXRdyeqYNo
Old Spice is getting a lot of credit for boldly rethinking the use of social media, but Alyssa Milano may be way ahead of them. They've enjoyed the buzz of a hugely successful viral campaign, the interactivity and immediacy of social media. But are they strong enough to meet this challenge? And if they don't, are they risking this campaign smelling like advertising as usual?
The way Alyssa turned a marketing stunt into a philanthropic dare is a bold move you have to admire. And while it raises many questions about the use of social media for marketing it answers one very important question. Who’s the boss? She is.