Old Spice Man, Wing Man, Matchmaker

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They may be paining our colleague Abe Sauer, but these Old Spice Man spots are a hoot. Isaiah Mustafa’s viral smash personalized social media responses this week included a unique request via Twitter: to deliver a marriage proposal to the girlfriend of Johannes S. Beals.

After Mustafa’s smooth proposal, Beals responded thusly and posted this pic as proof his girlfriend is now his fiancee. Beals also changed his Twitter bio to read: “The Old Spice proposal was real. Thank you Old Spice for helping me with this.” His location? “Happily engaged.”

The smooth online/offline social media responses, funny (check out the response to Demi Moore’s tweet after the jump) and transparent, might serve as a case study for other brands playing in this space.[more]

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