Old Spice Guy … versus Fabio?!?
It has been just over a year since Isaiah Mustafa’s Old Spice Man character moved from traditional advertising spaces and conquered the internet with the fantastic rolling campaign of YouTube ‘reply’ videos. I am a huge fan of that 2010 campaign and think it’s still one of the best examples of a dusty brand embracing participatory culture completely and reaping the rewards. This week, the next iteration in that social media campaign has kicked off, with cultural manhood cliché Fabio attempting to wrestle away Mustafa’s Old Spice man crown. Mustafa accepted the challenge and now a ‘battle’ rages ‘Live at Internet Stadium’ with the two both replying to challenges and comments from participants online.
Commentators have already jumped on this as an example of advertising embracing transmedia storytelling in what seems a quite meaningful way. For example, Hypervocal comments:
We don’t know how this will all play out today, but the Old Spice Guy campaign has now transcended mere advertising into the realm of long form digital storytelling. It’s fairly incredible what Old Spice and W+K have established. We’re seeing a full-on social media duel unfold across Twitter and YouTube that doubles as a quasi-advertising campaign (except that nobody cares about the Old Spice connection, they care about the characters and story) — people are being called out directly on both platforms, dates and times for the duel were announced, and tweets and videos will surely be published in a real-time, but coordinated, environment later today.
I agree that this has transcended traditional advertising, but in doing so it asks to be judged in terms of storytelling, not just advertising. Now perhaps I’m not the right person to ‘get’ this duel; I’ve never found Fabio a convincing character and just don’t find him funny. (Nor it seems does the internet; his challenge has more ‘dislikes’ than likes, but Mustafa’s reply is almost entirely ‘liked’.) However, for me, as a narrative experience, the Old Spice campaign has jumped the shark. The ‘duel’ doesn’t appear to be over yet, and perhaps I’ll be won over, but for now both the manly men vying for the Old Spice crown seem burdened by their roles, not excited by it. Fabio is a weary icon at best, and Mustafa’s lines just aren’t as funny as last year.
Update: Surprising no one, the Old Spice guy (Mustafa) won the ‘duel’, but the pathway there, through numerous odd videos, was a bizarre one, even by internet standards. Just watch the final showdown video to see odd things really got:
Update 2: YouTube have run the numbers, and the Old Spice Guy versus Fabio videos (over 100 of them) clocked up 22 million views in a week, with the viewing peaking with just over 5 million views in a single day.
Digital Culture Links: July 26th 2011
Links for July 21st 2011 through July 26th 2011:
- Bradley Horowitz – Google+ – Google addresses a number of the concerns arising from the ‘real names’ policy in Google+. Not all the issues are resolved by a long shot, but Google+ is in trial mode and many solutions seems forthcoming. Also: “MYTH: Not abiding by the Google+ common name policy can lead to wholesale suspension of one’s entire Google account. When an account is suspended for violating the Google+ common name standards, access to Gmail or other products that don’t require a Google+ profile are not removed. Please help get the word out: if your Google+ Profile is suspended for not using a common name, you won’t be able to use Google services that require a Google+ Profile, but you’ll still be able to use Gmail, Docs, Calendar, Blogger, and so on. (Of course there are other Google-wide policies (e.g. egregious spamming, illegal activity, etc) that do apply to all Google products, and violations of these policies could in fact lead to a Google-wide suspension.)”
- iPad Book Apps Hobbled: Only Existing Account-Holders Can Use The Apps, Google Books Booted [TechCrunch] – Apple takes 30%, or your app dies: “At the beginning of the year, Apple said it wanted 30% of everything sold through the iPad platform. You could sell almost anything – books, downloadable content, magazines, pictures of kittens – but, according to their subscription rules, everything had to go through Apple itself and you could not, in short, go out to a web page to complete the transaction. That promise – to shut down external web stores on the iPad – has been fulfilled and the Nook, Kindle, Kobo, and Google Books apps have just been either drastically changed or removed from the App Store entirely. Nook, Kindle, and Kobo now have no access to the web-based bookstore and you can no longer create accounts in the app.”
- Not rocket science – Angry Birds boss puffs his chest at Fortune tech conference [News.com.au] – Convergence in action: “Peter Vesterbacka, the chief marketing officer of Angry Birds creator Rovio, outlined the company’s ambitions last week at the Fortune Brainstorm Tech conference at a Colorado ski resort. … downloads of the addictive Angry Birds game had hit 300 million. Angry Birds involves catapulting cartoonish birds into fortresses built by egg-stealing green pigs but Mr Vesterbacka said Rovio was “not a games company”. “What we are building is a next generation entertainment franchise,” he said. “I think we’re the fastest growing consumer franchise ever.” Mr Vesterbacka said Rovio had acquired an animation studio and started producing two-minute animated Angry Birds shorts, and a full-length movie was two or three years away. “We’re working on new Angry Birds experiences,” he said. “We’ll expose a bit more of the Angry Birds story.” The Rovio executive said the company’s next project was its first book. “It’s the Angry Birds cookbook,” he said.”
- Does Google+ hate women? [Bug Girl’s Blog] – As Google’s new social network Google+ matches Facebook in demanding that users only use their real (legal) names, a host of issues emerge for people who have good and legitimate reasons to use anonymity or pseudonymity online (including those who wish to address hate, abuse and other crimes without explicitly naming names or having that cemented to their online selves).
Importantly, too, as Google+ is linked to Google in general, declaring a real name (or your age) on Google+ can end up forfitting other Google services, such as GMail, which can be a much larger issue. - NYU Prof Vows Never to Probe Cheating Again—and Faces a Backlash [The Chronicle of Higher Education] – “A New York University professor’s blog post is opening a rare public window on the painful classroom consequences of using plagiarism-detection software to aggressively police cheating students. And the post, by Panagiotis Ipeirotis, raises questions about whether the incentives in higher education are set up to reward such vigilance. But after the candid personal tale went viral online this week, drawing hundreds of thousands of readers, the professor took it down on NYU’s advice. As Mr. Ipeirotis understands it, a faculty member from another university sent NYU a cease-and-desist letter saying his blog post violated a federal law protecting students’ privacy.”
- Start-Up Handles Social Media Background Checks [NYTimes.com] – “Companies have long used criminal background checks, credit reports and even searches on Google and LinkedIn to probe the previous lives of prospective employees. Now, some companies are requiring job candidates to also pass a social media background check. A year-old start-up, Social Intelligence, scrapes the Internet for everything prospective employees may have said or done online in the past seven years. Then it assembles a dossier with examples of professional honors and charitable work, along with negative information that meets specific criteria: online evidence of racist remarks; references to drugs; sexually explicit photos, text messages or videos; flagrant displays of weapons or bombs and clearly identifiable violent activity. “We are not detectives,” said Max Drucker, chief executive of the company, which is based in Santa Barbara, Calif. “All we assemble is what is publicly available on the Internet today.””
Digital Culture Links: July 21st 2011
Links for July 13th 2011 through July 21st 2011:
- Google Scholar Citations [Google Scholar Blog] – Google launches (in very limited release) Google Scholar Citations, their own citation statistics for scholarly articles and books. Google Scholar has appeared to be one of Google’s least loved and least developed projects, so I’m glad to see it’s getting some TLC. That said, citation metrics are funny things and tend to be used in far more ways than intended, especially in evaluating ‘academic performance’. What sets these metrics apart from others is that thanks to Google Books, many citations from books and of books are in here too (many citation metrics are articles only). Which leaves me with one big question for now: carrot (what Google can do for struggling scholars out to prove their worth) or stick (is your data in Google Books, and if not, why aren’t you hassling your publisher to get included and thus get better metrics?)?
- Pottermore and Google team up to enable Harry Potter ebooks push to Google Books libraries [Inside Google Books] – Google Potter – definitely a win for Google: “When JK Rowling’s new website Pottermore opens its doors this Fall, we’ll provide services to help fans make the most of their ebook purchasing experience. Pottermore and Google are teaming up to integrate Pottermore with a number of Google products and APIs. So when the series of Harry Potter ebooks launches on Pottermore.com in early October, these bestsellers will be available in the U.S. via the open Google eBooks platform. When you buy a Harry Potter ebook from Pottermore, you will be able to choose to keep it in your Google Books library in-the-cloud, as well as on other e-reading platforms. […] Also under this agreement, Google Checkout will be the preferred third party payment platform for all purchases made on Pottermore.com.”
- Rebekah Brooks “Friday” (Rebecca Black Parody) [YouTube] – Impressive mashup lampooing Rebekah Brooks and the News of the World phone hacking scandal.
- Australian Cinema Tickets Most Expensive: Choice [WA Today] – Throw in 3D for good measure and it’s close to $100 for a family of 4! “Australian cinema-goers pay more for their silver screen experience than anyone else in the Western world, according to consumer advocate Choice. Spokeswoman Ingrid Just said that Australians heading to the cinema paid far more than movie audiences in the US and New Zealand. Research found that, on average, Australian adults paid around $18 per ticket, while families of four can expect to fork out up to $67 for admission to the local multi-national cinema complex. “Taking into account exchange rates, an Aussie family of four spends just over $34 more than a New Zealand family and $28 more than a US family on a trip to the flicks,” Ms Just said.”
- LulzSec hack into Murdoch’s British websites [The Age] – “Hackers who broke into the News Corporation network and forced its British websites offline claim to have stolen sensitive data from the company including emails and usernames/passwords. All of News Corporation’s British websites were taken offline today following an attack on the website of tabloid The Sun, which earlier today was redirecting to a fake story about Rupert Murdoch’s death. Further pain is expected for the media mogul as the hacker group responsible for the attack claims to have also stolen emails and passwords for News International executives and journalists. It said it would release more information tomorrow. […] The infamous hacking group LulzSec have claimed responsibility for taking over The Sun’s website, linking to a site with the fake story under the headline “Media moguls body discovered”, with “Lulz” printed at the bottom of the page.”
- A life in writing: Slavoj Žižek [Culture | The Guardian] – Short and sweet interview with Slavoj Žižek. Notable quote regarding Wikileaks: “”We learned nothing new really from WikiLeaks,” he tells me later. “Julian is like the boy who tells us the emperor is naked – until the boy says it everybody could pretend the emperor wasn’t. Don’t confuse this with the usual bourgeois heroism which says there is rottenness but the system is basically sound. […] Julian strips away that pretence. All power is hypocritical like this. What power finds intolerable is when the hypocrisy is revealed.””
- BBC rents out Doctor Who via Facebook [TV Tonight] – “BBC Worldwide will offer a series of digitally remastered Doctor Who stories to ‘rent’ via Facebook in Europe, the USA, Canada, Australia and New Zealand. By using Facebook credits, users visiting the official Doctor Who page will be able to stream a selection of nine stories (each containing several episodes) from the history of the Time Lord, including digitally remastered classics such as ‘Tomb of the Cybermen’, ‘Silence in the Library’ and ‘End of the World’. […] John Smith, Chief Executive at BBC Worldwide said “As we have grown internationally, we’ve seen through our Facebook channel that fans who are loving the new series are asking for a guide into our rich Doctor Who back catalogue. Our approach to Facebook and other leading edge platforms is to be right there alongside them in fostering innovation. We see this service as a perfect way to give our fans what they want, as well as a great way for them to get their fix between now and the autumn when Series Six continues.”
This Painting is not available in your country.
Paul Mutant’s painting “This Painting is Not Available in Your Country” perfectly captures the Tyranny of Digital Distance.
Digital Culture Links: July 12th 2011
Links for July 5th 2011 through July 12th 2011:
- China’s first ‘virtual property’ insurance launched for online gaming sector [Global Times] – “A Chinese insurance company has unveiled a new type of “virtual property” insurance that might be the first of its kind in the world. The new service, tailored for online game players, was jointly launched by Sunshine Insurance Group Corporation and online game operator and manufacturer Gamebar. The two companies agreed to create the virtual property insurance amid an increasing number of disputes between online game operators and their customers, often related to the loss or theft of players’ “virtual property” such as “land” and “currency.” Over 300 million people engage in online gaming in China, and these players sometimes become involved in arguments with game operators due to the loss of property.” [Via]
- First lesson of viral video: No monkey business [Online Video News] – “Apes with assault rifles are just a bad idea: That’s the lesson 20th Century Fox wanted to convey with a viral video it published on YouTube last week. The video shows a group of soldiers from an unidentified African country having some fun with a chimpanzee. Then one of the soldiers hands the ape an AK-47, and the animal takes aim at the soldiers. The clip is a viral video ad for the upcoming Rise of the Planet of the Apes movie, complete with a semi-authentic and amateurish look and some subtle branding that identifies it as content of the “20th Century Fox Research Library.” And so far it has been a success, if you only measure view counts: The video has attracted more than 4.5 million views since being published last Wednesday. But a look at the YouTube comment section tells a different story: A substantial number of commenters take the opportunity to drop the n-word, compare black people to monkeys or publish other kinds of racial slurs.”
- Fifty Million [Matt Mullenweg] – On July 11, 2001, Worpress “passed over 50,000,000 websites, blogs, portfolios, stores, pet projects, and of course cat websites powered by WordPress.” That’s a lot! 🙂
- Smartphone Adoption and Usage – 11 July 2011 [Pew Research Center’s Internet & American Life Project] – “In its first standalone measure of smartphone ownership, the Pew Internet Project finds that one third of American adults – 35% – own smartphones. The Project’s May survey found that 83% of US adults have a cell phone of some kind, and that 42% of them own a smartphone. That translates into 35% of all adults. […] Some 87% of smartphone owners access the internet or email on their handheld, including two-thirds (68%) who do so on a typical day. When asked what device they normally use to access the internet, 25% of smartphone owners say that they mostly go online using their phone, rather than with a computer.” [Full Report PDF]
- Apple App Store: 15 Billion Downloads & Counting [Mashable] – “Apple’s App Store has generated 15 billion downloads since its launch in July 2008, Apple has announced. The App Store now offers more than 425,000 apps, 100,000 of which are created specifically for Apple’s tablet, the iPad. Apple has paid developers more than $2.5 billion to date. Given Apple’s 30/70 revenue split with app developers, that means Apple itself has netted more than $1 billion directly from app sales. In January 2010, the App Store surpassed 3 billion downloads, and in January 2011, Apple announced that the App Store surpassed 10 billion downloads. It took Apple’s App Store only six months to jump from 10 billion to 15 billion downloads.”
- Zynga Launches PrivacyVille, a Gamified Version of Its Privacy Policies [Inside Social Games] – Gamification of Zynga’s privacy policy! “As Zynga edges closer to its initial public offering, the social game developer seems concerned with educating the masses both on social game revenue models and on the actual fine print of social game privacy policies. Today, the company announces PrivacyVille, an interactive walkthrough of its privacy policies that rewards participants with zPoints to spend in gift network RewardVille. The experience can be clicked through in about two minutes, with each structure on the CityVille-like map representing a different component of Zynga’s privacy policy. The tutorial text seems to stress to readers that Zynga will collect players’ information from Facebook and from mobile devices and share it with third-party service providers, the legal system in the case of a court ordered disclosure, and with other players in cases where a player’s icon displays a link back to their Facebook account.”
- Natalie Tran: Down Under’s Top YouTuber Considers Her Next Move [Forbes] – Quick profile of Natalie Tran, the person behind Australia’s most subscribed to YouTube channel (communitychannel): “Around the world, young adults like Natalie Tran are facing a key moment in their lives: they’ve been graduated from university and are examining the success and failures of their academic years to decide which direction to take their careers. It’s just that most of those students have not built an international fan-base at this point. Tran, 23, has. The Sydney, Australia resident recently received her Digital Media degree from the University of New South Wales. I hope she got at least one high mark for this fact: Tran is Australia’s most-subscribed-to YouTuber. Over the past five years, her “communitychannel” has amassed nearly 1 million subscribers and her videos have garnered nearly 400 million upload views. Reasons: Smart, funny, quirky, beautiful. Why complicate matters?”
- Google Realtime goes dark after Twitter agreement expires [VentureBeat] – “Google has taken its powerful Realtime search product offline after a 2009 agreement to display up-to-the-minute Twitter results expired. The shutdown of Realtime comes just as Google is in the process of rolling out Google+, its new social networking initiative that competes with Twitter. Google said it planned to relaunch Realtime search after retooling it and adding in Google+ results. “Since October of 2009, we have had an agreement with Twitter to include their updates in our search results through a special feed, and that agreement expired on July 2,” Google told Search Engine Land. “While we will not have access to this special feed from Twitter, information on Twitter that’s publicly available to our crawlers will still be searchable and discoverable on Google. Our vision is to have google.com/realtime include Google+ information along with other realtime data from a variety of sources.””
Tama Leaver dot Net by Tama Leaver is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.