Watch the original Old Spice Man commercial, debuted at the 2010 Super Bowl, which has had more than 39 million views in the last two years. (What?!)

Then read this article, which dissects the success of the campaign and explains the Old Spice Responses Campaign, “an online blitz during which a team of techies, marketers and writers pumped out more than 180 personalized videos featuring “The Old Spice Guy,” Isaiah Mustafa, responding to questions posed by fans, bloggers and celebs alike.”

And then go watch more videos on Old Spice’s YouTube channel. Notice how there are campaigns within campaigns. Notice how much CONTENT is being produced. Think about how these advertisements work their way into conversations, are blogged and re-blogged. How does participation play into this campaign? How are the advertisers harnessing the power of technology and digital media to reach more people?