The brand challenge
The Old Spice brand had a long-time multi-million dollar NASCAR sponsorship. So, they wanted to leverage their NASCAR association and sought to break thru the NASCAR sponsor pandemonium.
Through relationships with movie studios, Alliance learned about a NASCAR themed movie, Talladega Nights. It was organic to have real brands integrated into the movie since NASCAR drivers each typically have one or more major sponsor. The movie already had deals with Wonder Bread and Perrier tied to two of the lead characters. The studio was looking for a third and final brand to build around John C. Reilly's character with about 9 months to go before its release.
The Talladega Nights partnership was completely integrated into the Old Spice brand with a cross-promotional partnership between Old Spice and SONY Studios, as well as promotions thru the ongoing Old Spice brand marketing campaign.
- John C. Reilly's character wore an Old Spice branded racing outfit in the film
- Old Spice television and print ads had NASCAR themed messages and tags
with footage that linked the brand and NASCAR to the movie, along with a
call to action to see the movie
- Radio stations gave away movie tickets "provided by Old Spice"
- Movie clips appeared on the Old Spice website
- The PR campaign featured Will Farrell and John C Reilly making appearances
in character and costume
This movie was #1 at box office with a record $47 million opening, so every time John C. Reilly character was in uniform and driving his car, the impressions rolled in. Segments on the Today Show, Letterman, ESPY Awards and more generated millions of impressions. Alliance and Old Spice's creative agency determined the Old Spice brand's ROI as 14:1. Gross impressions for paid advertising and PR totaled at least 3.7 billion.