Old Spice, Dance off? Sounds Like Grandpa's Polka-ing tonight!

One of the cooler events that I noticed while seaching for campaigns was one put on by Old Spice (OS). Research showed that the Males, 18-34 were the hardest target to reach, also that this same group loved to dance and go out to bars (actually it seems like they were targeting women...) To appeal to this audience, OS planned an event-driven campaign to reach these cynical, and apparently, very metrosexual men. The premis of the campaign was to stage dance offs, at many popular clubs and across Canada, to crown the best after hours dancer in the country. The dancers would compete on a branded dance floor and the best examples would be filmed and streamed online on the company website. Product trial was also a determining factor in the PR process; the PR agency leveraged nightclubs to place the product in restrooms during the night's events. Music scene heavyhitter MuchMusic was brought onside to cast some credibility on the judging end during the final event. Results were tracked and the numbers were staggering; sales were up 65%, over 38 000 votes were cast online, and 52 000 hits were generated on OS's website. Not only were the numbers good, but the awards came grooving in as well.