Best Viral Campaign

Archived from the 5th Annual Shorty Awards

Winners

Old Spice Muscle Music

Produced by: Wieden+Kennedy

Old Spice’s continual challenge is to find new ways to engage young guys. With this effort, we partnered with Vimeo to create “Old Spice Muscle Music”--the first-ever embeddable interactive player that allowed guys to play custom musical creations using Terry Crew’s muscles. The embeddable player allowed guys to post and share their muscular symphonies on a variety of social networks, including Facebook, Tumblr and more. We humbly yet confidently believe that Old Spice “Muscle Music” deserves a Shorty for five important reasons: 1. “Muscle Music” was contagious. Thanks to a highly entertaining execution and Vimeo’s embeddable, highly shareable player, the campaign racked up more than 7.3 million views on Vimeo and YouTube in one week, making it the number one viral video on the Internet Source: Visible Measures and Ad Age. 2. It was one of the most successful user-generated campaigns of all time. In one week, more than 14,000 custom “Muscle Music” clips were created and shared on Vimeo. 3. It amount to almost two decades of brand engagement on Vimeo in one week. 6.1 million (views) x 101 seconds (average time spent) = 19.5364 years. Source: Vimeo 4. It generated more than 210 million earned impressions. From Today to CBS News to CNN.com, “Muscle Music” generated boatloads of free press for Old Spice. Source: Cision. 5. It was groundbreaking digital innovation. “Muscle Music” marks a new era of possibilities in the world of online content. But don’t take our word for it. Here’s what the press had to say: “We can’t remember when an interactive component such as this has been embeddable—usually, these are the sort of experiences that can only live on their own pages…It’s the sort of thing we’d love to see more brands tackle.” –Mashable “The fine-smelling folks at Old Spice have created an interactive video player that allows you to play music via Terry’s body with your keyboard. These are the kind of things we want to come out of technology.” –BuzzFeed “Soon it may not matter where a video starts, just that it is plugged into the social plumbing of the web.” –Ad Age “The player is not just a sweet new interactive toy; it marks a new phase of native brand integration.” –The Atlantic

Finalists

Cumberland Farms Hoff-tacular

Produced by: Full Contact Advertising

To promote Cumberland Farms Farmhouse Blend Iced Coffee, we created a multi-channel campaign that took the idea of viral consumer engagement to a bizarre new level. Check out the video to see how it all came together. Cumberland Farms - Iced Hoffee Extravaganza from Full Contact Advertising on Vimeo.To promote Cumberland Farms Farmhouse Blend Iced Coffee, we created a multi-channel campaign that took the idea of viral consumer engagement to a bizarre new level. Because of Farmhouse Blend’s surprisingly delicious taste and equally surprising price, we built the campaign around the theme “One Surprise After Another”. To keep the surprises coming, we enlist the services of internationally renowned beach icon David Hasselhoff. The campaign launched with a TV spot that featured a beach couple enjoying their Farmhouse Blend iced coffees, when they come across the Hoff sculpting a piano made out of sand. That was just for starters. The campaign also featured point-of-purchase materials, including an over-sized pole sign of the Hoff that hung outside all 600 Cumberland Farms stores. To stimulate conversations across social media, we included the hashtag #icedhoffee on every sign. What happened next was just awesome. Consumers did begin buzzing about the signs. And then they began stealing them. By the hundreds. They pilfered virtually every sign from every Cumberland Farms store along the east coast. It became the ultimate viral experience; consumers literally took our idea and ran with it. It quickly became a news story all across the globe. Everyone picked up on it; from CNN to Jay Leno to the Huffington Post to newspapers and TV stations in the US, UK, Sweden, the Czech Republic, Macedonia, New Zealand and Germany. And what were people doing with our stolen Hoff signs? Anything and everything imaginable. Consumers posted pictures of themselves with the Hoff all over Twitter, Instagram and Facebook. It was a viral explosion and an amazing display of petty theft and consumer creativity, all at once. The Hoff started showing up on canoe trips, in “mantown” basements, at barbecues, outdoor concerts, weekend raves, in the back seat of a convertible, even as a member of a wedding party. Everyone was getting in on the fun; even the Hoff, who Tweeted a plea to people that if they were going to steal his likeness to please buy an iced coffee on the way out of Cumberland Farms What began as a fully integrated marketing campaign became an astounding viral sensation and a consumer-engagement extravaganza; one that garnered an estimated $50 million in free media impressions and blew the doors off of even the most aggressive projections. The campaign resulted in a whopping 147% increase in iced coffee sales. One Surprise After Another

"The Road to London"

Produced by: NBC Olympics

With the 2012 Olympics taking place in London – a city rich with history and abound with cultural landmarks, NBC Olympics wanted to find a way to bridge a uniquely British moment with current Olympics personalities, with the goal of both expanding the Olympics audience and celebrating a city that would host the Games for the third time. Abbey Road was this opportunity. In an effort to engage new fans with the spirit of the Games, NBC took the iconic Beatles album cover and gave it an Olympics spin, featuring 2012 athletes crossing Abbey Road in place of the Beatles, in 15 different iterations—all with minimal branding. To drive home the goal of reaching new audiences, NBC partnered with top infotainment websites – Rollingstone.com, EW.com and USAToday.com -- to seed this exclusive content a week prior to revealing all execution on NBC Olympics’ own channels. This brought cultural relevance and drove June 2012 Olympic Trials tune-in with exclusive, shareable placements on credible pop culture websites, resulting in 11.2 million impressions and more than 1,500 shares on Facebook, Twitter and Pinterest. On NBC Olympics’ Facebook, the images were shared more than 4,660 times.

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

Current Entries

The Pine-Sol Original Pranked Video

Produced by: Pine-Sol

Generations of women know and trust Pine-Sol dilatable cleaner. Its familiar scent and bottle can help to evoke memories. But what about men? They know Pine-Sol, but would need something a little more powerful and unique to evoke its memory during a trip to the store. So Pine-Sol decided to create that memory by playing a prank. The original Pranked video obtained 1.5 million views to date and 2,400+ placements on news, marketing, and culture sites. The video earned the brand a slew of earned media coverage including stories on the TODAY Show, CNN’s Anderson Cooper and MSN.com, as well as an accolade as one the world’s Buzziest Brands in 2012 according to Adweek. In summer 2012, Pine-Sol got together with Conscious Minds to do a product demo for unsuspecting 20- and 30-something men. Midway through the product demos, long-time spokesperson Diane Amos “The Pine-Sol Lady” popped from behind a Pine-Sol branded poster, through screens and windows to scare them. The result was a two-minute YouTube blooper reel of hilarious unscripted screams and freak-outs that spread through social networks. Campaign Objectives: • Reach men with the Pine-Sol message (awareness) • Communicate that Pine-Sol is a multi-surface cleaner (consideration) – Male video participant criteria: • Male age 22-35 • Likes to “own” projects • 1st/2nd apartment Campaign Performance Results: GOAL/RESULTS 500,000 video views / 1.5 MM views 500 likes / 15,478 likes Reach men / 76% male video viewers (64% of them are 18-34) Increase brand buzz by 5-10% / Increased by more than 10% Earned vs. Paid Media Drivers: - Paid media played an important role by helping to drive nearly 1 MM impressions of :15. The result was an estimated 25,000 clicks to the video in week 1. - The organic buzz across national broadcast television, Twitter, Tumblr, Reddit, etc., made this campaign a combined earned/paid media success Campaign Budget - The campaign concept, production, outreach and three weeks media = $108,000 giving each video a view cost of < 10¢

David Blaine’s ELECTRIFIED

Produced by: VICE Media Inc.

VICE brought Intel together with illusionist David Blaine to create a one-of-a-kind performance piece controlled by the Ultrabook. Blaine chose New York, the city that never sleeps, as the stage for ELECTRIFIED, his first endurance challenge in more than four years, which took place on October 5th through the 8th on Pier 54. Blaine was awake for three days and three nights with no food in a massive interactive globe, surrounded by 1,000,000 volts of electricity emitted by seven Tesla coils. Fans in New York and all over the world tuned in to our livestream, and manipulated the coils to create dazzling arrays through Ultrabook controllers on site, in select cities worldwide and online.Livestream For the first time in David's career, anyone in the world with an Internet connection could experience his performance real time. VICE set up ELECTRIFIED livestreams on Intel.com, and on the world's leading video platforms, including YouTube, Livestream, uStream, LeTV, and the Daily Mail. An interactive experience complemented the live stream, allowing people around the world to explore the event, send David messages, and unlock new camera angles. The ELECTRIFIED livestream was also integrated into Facebook news feeds -- something Facebook users had never seen before. In the end, more than 10 million people in more than 15 countries tuned in during the 72-hour event. Controller/Experiential VICE positioned the Intel-inspired Ultrabook as the gateway for experiencing Blaine's amazing feat. We created an interface that leveraged Ultrabook and MIDI technology, which allowed people around the world to control the intensity, speed and sound of the electricity from the seven Tesla coils. People in Beijing, Tokyo, London and Sydney visited pop-up sites, where Ultrabook controllers were turned on during specific windows of time for curious participants. Special codes turned on pre-programmed patterns, and the keyboard provided a mysterious and amazing point of contact between David and the world. Online Activation VICE and Intel wanted to create an immersive experience to bring Blaine's magic to his audience like never before, both at the event and all over the web. Blaine's fans around the world could read David's thoughts on Twitter and Facebook, interact with him before the event on a IAMA on Reddit, as well as receive digital takeaways by tweeting to @DavidBlaine using the hashtag #ELECTRIFIED and see recap videos from the event on YouTube. The result was over 400 million users engaged over the world's leading social networks.

SodaStream, it’s fresh, it’s so fresh!

Public relations buzz in Paris with SodaStream & the Ice Age 4 movie! How to involve Parisian trendsetters & families in the SodaStream experience in a short period of time? A Twitter treasure hunt where people were invited to live the SodaStream experience and, potentially, win SodaStream products IRL. This social media operation illustrated SodaStream’s Twitter inauguration and registered up to more than 73 025 targeted by the tweets.Create buzz, build the “place to be” for 15 days, support the limited edition Ice Age 4 SodaStream machine and allow the brand to maximize sales in a short period of time. This was a real challenge because the best way to push SodaStream product sales is to have consumers taste them BEFOREHAND. Step 1: Engage web influencers in social media buzz creation For this operation, we started by following key influencers and people that we know already love SodaStream. Our first tweets were used to create a teaser of the partnership, with enigmas posted in a humorous tone and using a cold weather terminology and register for the text. Then, during 3 days, we posted pictures of Ice Age 4 mascots in Parisian streets with a SodaStream machine. If Twitter users guessed where pictures had been taken and had indeed been to these places, they won the opportunity to meet the mascots, go home with a SodaStream & Ice Age 4 limited edition, and… taste SodaStream sodas. Step 2: Engage interest Parisian people to extend the buzz During 4 days, SodaStream congealed Parisian places where tweeted pictures had been taken with crevasses clean tags on the ground. Big ice cubes holding SodaStream Ice Age 4 limited edition machines had been put in place as well, and in order to win gifts, people had to break the ice! Sid & Scrat mascots were on site to animate the operation and create gatherings. All people present at these street animations were given SodaStream fresh kits, consisting of fresh peppermint and flyers explaining that SodaStream would set-up a big ecological ice-rink and a SodaStream “Fresh” bar in free access. Step 3: Plunge people into the SodaStream experience During 9 days, we set-up a 250m² ecological SodaStream & Ice Age branded ice-rink and a Fresh Bar, allowing people to taste SodaStream sodas for free. On the first day, journalists, bloggers and partners’ families were invited to the inauguration of the Fresh Bar: a private preview of Ice Age 4, a boat trip with Scrat & Sid and a fresh cocktail with sodas were offered – not to mention ice-skating! Finally, objectives were reached: SodaStream buzzed with an operation creative enough to reach Twitter influencers and convince them to actually taste SodaStream sodas. • 73 025 targeted by the tweets • 110 000 people met mascots holding a SodaStream machine • 12 000 soda drinks served • 6 000 people on the ice-rink • 5 361 926 people reached by web and print articles

"The Road to London"

Produced by: NBC Olympics

With the 2012 Olympics taking place in London – a city rich with history and abound with cultural landmarks, NBC Olympics wanted to find a way to bridge a uniquely British moment with current Olympics personalities, with the goal of both expanding the Olympics audience and celebrating a city that would host the Games for the third time. Abbey Road was this opportunity. In an effort to engage new fans with the spirit of the Games, NBC took the iconic Beatles album cover and gave it an Olympics spin, featuring 2012 athletes crossing Abbey Road in place of the Beatles, in 15 different iterations—all with minimal branding. To drive home the goal of reaching new audiences, NBC partnered with top infotainment websites – Rollingstone.com, EW.com and USAToday.com -- to seed this exclusive content a week prior to revealing all execution on NBC Olympics’ own channels. This brought cultural relevance and drove June 2012 Olympic Trials tune-in with exclusive, shareable placements on credible pop culture websites, resulting in 11.2 million impressions and more than 1,500 shares on Facebook, Twitter and Pinterest. On NBC Olympics’ Facebook, the images were shared more than 4,660 times.

Cumberland Farms Hoff-tacular

Produced by: Full Contact Advertising

To promote Cumberland Farms Farmhouse Blend Iced Coffee, we created a multi-channel campaign that took the idea of viral consumer engagement to a bizarre new level. Check out the video to see how it all came together. Cumberland Farms - Iced Hoffee Extravaganza from Full Contact Advertising on Vimeo.To promote Cumberland Farms Farmhouse Blend Iced Coffee, we created a multi-channel campaign that took the idea of viral consumer engagement to a bizarre new level. Because of Farmhouse Blend’s surprisingly delicious taste and equally surprising price, we built the campaign around the theme “One Surprise After Another”. To keep the surprises coming, we enlist the services of internationally renowned beach icon David Hasselhoff. The campaign launched with a TV spot that featured a beach couple enjoying their Farmhouse Blend iced coffees, when they come across the Hoff sculpting a piano made out of sand. That was just for starters. The campaign also featured point-of-purchase materials, including an over-sized pole sign of the Hoff that hung outside all 600 Cumberland Farms stores. To stimulate conversations across social media, we included the hashtag #icedhoffee on every sign. What happened next was just awesome. Consumers did begin buzzing about the signs. And then they began stealing them. By the hundreds. They pilfered virtually every sign from every Cumberland Farms store along the east coast. It became the ultimate viral experience; consumers literally took our idea and ran with it. It quickly became a news story all across the globe. Everyone picked up on it; from CNN to Jay Leno to the Huffington Post to newspapers and TV stations in the US, UK, Sweden, the Czech Republic, Macedonia, New Zealand and Germany. And what were people doing with our stolen Hoff signs? Anything and everything imaginable. Consumers posted pictures of themselves with the Hoff all over Twitter, Instagram and Facebook. It was a viral explosion and an amazing display of petty theft and consumer creativity, all at once. The Hoff started showing up on canoe trips, in “mantown” basements, at barbecues, outdoor concerts, weekend raves, in the back seat of a convertible, even as a member of a wedding party. Everyone was getting in on the fun; even the Hoff, who Tweeted a plea to people that if they were going to steal his likeness to please buy an iced coffee on the way out of Cumberland Farms What began as a fully integrated marketing campaign became an astounding viral sensation and a consumer-engagement extravaganza; one that garnered an estimated $50 million in free media impressions and blew the doors off of even the most aggressive projections. The campaign resulted in a whopping 147% increase in iced coffee sales. One Surprise After Another

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

Nickelodeon's The Legend of Korra: Korra Nation

Produced by: Nickelodeon's The Legend of Korra

From 2005 to 2008, Nickelodeon aired Avatar: The Last Airbender. At the show’s conclusion, Avatar fans were a formative group across the web, enthusiastic and vocal about their love for the show. In winter 2011, fans got what they wanted when plans for the next iteration of Avatar were cemented. The new Legend of Korra spinoff was set for an April 2012 premiere date. Nickelodeon’s marketing team was tasked with two main objectives. First, to migrate Avatar fandom to the new Legend of Korra series. Second, to leverage superfan excitement to bring in a new audience for Korra. Our social campaign activated fans in 2 phases. We launched “Korra Nation” - a gamified fan club that gave fans exclusive access to content and prizes. Then KorraNation .com - a microsite that challenged fans to unlock the premiere online, weeks before airing on TV, by reaching 100K social actions. Both pieces received an unprecedented response and proved to be more successful than we could have imagined.The Legend of Korra deserves to win for Best Viral Campaign, Best Use of Gamification in a Social Media Campaign & Best Use of Social Media for Television because we successfully ignited audiences across the web with a rewarding, fan-focused campaign. Our first tactic, the Korra Nation fan club, put super-fans first-in-line to view never-before-seen content housed on Tumblr. Members were alerted of new content via email -- and by using technology built by SocialToaster, we gamified the experience, enabling fans to earn points for sharing the content on social networks in just one click. Points acquired earned fans prizes -- like a trip to meet the creators at Comic-Con. To officially introduce Korra Nation to fans, Korra creators Mike & Bryan made a video announcement. On the 7th anniversary of Avatar, we launched by seeding the video to the top Avatar fan site. Less than 24 hours after we announced Korra Nation, the club had 10,000 members, and earned more online chatter than that night’s episode of American Idol. To date, our membership exceeds 80,000. Content was shared by members over 250,000 times and generated 1 million views in 6 just weeks. Our second tactic, KorraNation .com, gave fans a challenge: If fans reached 100,000 new likes, shares and tweets, we promised to unlock the first two episodes on KorraNation .com weeks before its April 14th on-air premiere date. Fans successfully reached the goal and we streamed the premiere of Korra from March 24th to March 26th. The site had 417,000 unique visitors that weekend without paid advertising, and we gained over 130,000 Facebook likes. KorraNation .com received about 2 million online mentions per day that weekend and earned more chatter than the season premiere of Mad Men. Ultimately we activated a huge fan base for the show. The Legend of Korra premiere scored a strong 4.5 million total viewers, ranking as basic cable’s number-one kids’ show and top animated program for the week with total viewers.

Litzky PR’s “Call Me Maybe” YouTube Recruiting Video

Produced by: Litzky Public Relations

In May 2012, Litzky Public Relations (LPR) was hiring for two entry-level positions. In an effort to stand out and tap into an emerging social media trend, the employees at LPR created a “Call Me Maybe” recruitment video that ironically requested applicants not call, but rather e-mail their resumes to the agency. The video was created to help attract talented candidates. Once the video went live on YouTube, websites such as The Huffington Post and Mashable picked up the story and the video. TV stations from Texas to Las Vegas featured clips of the video on their news broadcasts, and over 100 resumes flooded in. Everyone from friends to clients called to congratulate the agency on its success, and the video prompted a few new business discussions! While we at LPR pride ourselves on being up-to-date on the latest PR techniques, social media trends and pop culture sensations, we also take pride in our careers and our place of employment. So, when two positions at LPR opened up in May 2012, we decided to marry our knowledge of social media with our pop culture prowess to create a recruiting video that would reach creative and enthusiastic candidates on YouTube. The goal of our video was to generate buzz about the positions while attracting talented candidates. The strategy behind the video was to use the popular Carly Rae Jepsen song “Call Me Maybe” to give applicants a taste of LPR’s distinct office culture. From office yoga and bagel Fridays, to a sneak peek at “A Day in the Life of LPR,” including some of the more mundane tasks like packing boxes to send to media contacts, the video gave viewers a glimpse of what it is like to work at LPR, all while allowing our personalities to shine. Shortly after the video was released, we received over 100 resumes (five times the number of current employees at the agency!). People around the globe were sending in applications, writing on our Facebook wall and tweeting about the opportunity. Before we knew it, the story and video landed on popular websites such as The Huffington Post, Mashable and The New York Post. The judges should select LPR’s “Call Me Maybe” Recruitment Video to win a Shorty Award, because in just seven days we exceeded our original goal of generating buzz about the two open positions at no cost. In the end, the video garnered more than 122 million media impressions, and now we are famous among family, friends and clients for our shameless dance moves.

Old Spice Muscle Music

Produced by: Wieden+Kennedy

Old Spice’s continual challenge is to find new ways to engage young guys. With this effort, we partnered with Vimeo to create “Old Spice Muscle Music”--the first-ever embeddable interactive player that allowed guys to play custom musical creations using Terry Crew’s muscles. The embeddable player allowed guys to post and share their muscular symphonies on a variety of social networks, including Facebook, Tumblr and more. We humbly yet confidently believe that Old Spice “Muscle Music” deserves a Shorty for five important reasons: 1. “Muscle Music” was contagious. Thanks to a highly entertaining execution and Vimeo’s embeddable, highly shareable player, the campaign racked up more than 7.3 million views on Vimeo and YouTube in one week, making it the number one viral video on the Internet Source: Visible Measures and Ad Age. 2. It was one of the most successful user-generated campaigns of all time. In one week, more than 14,000 custom “Muscle Music” clips were created and shared on Vimeo. 3. It amount to almost two decades of brand engagement on Vimeo in one week. 6.1 million (views) x 101 seconds (average time spent) = 19.5364 years. Source: Vimeo 4. It generated more than 210 million earned impressions. From Today to CBS News to CNN.com, “Muscle Music” generated boatloads of free press for Old Spice. Source: Cision. 5. It was groundbreaking digital innovation. “Muscle Music” marks a new era of possibilities in the world of online content. But don’t take our word for it. Here’s what the press had to say: “We can’t remember when an interactive component such as this has been embeddable—usually, these are the sort of experiences that can only live on their own pages…It’s the sort of thing we’d love to see more brands tackle.” –Mashable “The fine-smelling folks at Old Spice have created an interactive video player that allows you to play music via Terry’s body with your keyboard. These are the kind of things we want to come out of technology.” –BuzzFeed “Soon it may not matter where a video starts, just that it is plugged into the social plumbing of the web.” –Ad Age “The player is not just a sweet new interactive toy; it marks a new phase of native brand integration.” –The Atlantic