While I do agree that elements of the Old Spice campaign were simply traditional broadcast methods, I also think that they did a great job bridging the gap between TV and online social networks. After all, as you note, there was a tremendous amount of conversation among individuals online.

But did it do anything to foster a sustainable community around the Old Spice brand? If it did, it certainly wasn’t much. In my mind, that’s the distinction between a social media campaign and a community-building effort. I do think it was a successful campaign, but I think they’re still lacking on the community piece.