Top Digital innovations: Old Spice Response Videos

1. What is the basic premise behind the idea?

     The basic premise behind the old spice response videos are that they break the fourth wall between the consumer and traditional advertising. Consumers are able to interact not only with each other but with Mustafa (old spice character) , as well.

2. Why do you reckon that it is listed as a top 10 innovation for 2010?

 I think that this is listed as a top 10 innovation because It was something that’s never really been done before. The creatives, marketers, tech geeks, writers behind the old spice response videos took the social web by storm in on day. They brought a character to life using  the social channels, most of use everyday It is well done and it appealed to peoples' egos. It felt very personalized, even if the response video wasn't directed at you. Those people that got responses, and many people who didn't, have Tweeted, Facebooked and otherwise shared links to the videos back out across their social networks. The Old Spice response videos changed the way that advertising and marketing can be done.

3.Based on the framework of new rules of marketing and PR, how does this idea qualify and fit within that scheme?

 Yes, this idea qualifies and fits within the new rules of marketing and PR because it changes the whole dynamic of the marketing/PR world. It breaks all traditional rules and it incorporates so many creative media outlets that are now useful to get the word out to consumers about a product.

4.What are some other ideas that you see out there that you think might have potential for blowing up a top digital innovation?

  With the craze invention the e-readers like Ipad, NookColor, this digital innovation will forever change the way we read everything (magazines, books, newspapers) These e-readers will become more prevalent in our lives in the next couple of years, especially in schools.

5.. Which among all these ideas has the potential for longevity and is likely to become a standard

     I think Iads just might become a digital standard. Apple in itself has become an phenomenon and will countine to come out with new technology. Apple has become the blueprint for technology in general in the 21^st century. As long as apple is making products Iads will always  a standard in the digital world.