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
