Brilliant, real time, impactful, measurable, social media marketing. The Old Spice Man shot YouTube videos in response to people’s Tweets. Those people consisted of some people I know like Jason Peck, Lucretia Pruitt and other we all know like Kevin Rose, actress Alyssa Milano, Justin Bateman, and Apollo Ohno who also retweeted the videos.

He’s done over a 100 thus far and the effect has been nothing short of Viral Nirvana. A Mashup of traditional media, YouTube and Twitter-Love it!. Old Spice had already elevated the brand to historic viral levels because of their TV spots, but now they create this? It’s brilliant. Give props to Wieden+Kennedy and the shirtless Old Spice Guy of course!

Here’s a quick glimpse of some of the videos responses to tweets from notable people and organizations.