Old Spice redefines marketing through social media

Old Spice, men's aftershave by P&G, employed a novel way to get in touch with its users and fans through social media.

Old Spice and ad agency Wieden+Kennedy launched video-responses to questions raised by fans on social networking sites Facebook, Yahoo and Twitter.

The videos, posted on video-sharing website YouTube, feature ex-football player Isaiah Mustafa responding with hilarious messages for the fans.

Mustafa also seen in the Old Spice commercial has been coined with the name Old Spice guy.

Celebrities like talk show host Ellen DeGeneres and Alyssa Milano participated in the social extravaganza by raising their questions.

About 187 video responses were churned out by Wednesday, after the campaign started on Monday.