Holy cow, that's a good idea.

It's not often that you come across something really new that works straight out of the box. But for the last 48hrs Old Spice have been using a social media combo (Twitter trends/Facebook/YouTube) to communicate directly with individuals on the web. A genius extension of an existing viral/TV creative. The  story cropped up in mainstream and geek media almost immediately. W+K Portland obviously put a huge amount of effect into mounting this stunt, but boy does it look like it has paid back. (including it would appear a marriage offer)