How Old Spice Ruled the Real-Time Web

For a second act on the Web, Old Spice’s “The Man Your Man Could Smell Like” campaign is turning into a command performance.
 
The popular TV effort from Wieden + Kennedy for the client’s Red Zone Body Wash spun-out yesterday into a social media salvo that took its main character — the super-suave, Old Spice Guy, envied by men and adored by women — and plopped him smack in the middle of the real-time Web.