Here's something new: Old Spice is activating its NFL sponsorship by asking users to yell into their computer microphones within an ad banner. It's coupled with the incredibly offbeat (and fairly awesome) Ray Lewis ad that's making the rounds.
The gift for all of your yelling: a trial month of ESPN.com's Insider. More precisely, ESPN and P&G both get a qualified e-mail address; you get a somewhat suspect "free" month of ESPN Insider and funny looks from your dorm or office mates, as you advertise on behalf of at least three corporate titans.
Still, it's fairly impressive that those involved were able to pull this promotion off. I also like that it's focused: the media placement and the "gift" skews male, and the willingness to shout into a computer microphone probably skews younger. This helps reach younger male buyers, while Mustafa continues to bask in the afterglow of Old Spice's women-targeted campaign.
Unfortunately, I'm no longer seeing the ad on espn.com, but I've included a number of screenshots below (click on any image to enlarge).