Dive summary: 

• After just one week, Old Spice's fictional Marketing Director, Mr. Wolfdog, has been forced to leave his position; the character was created to promote the Old Spice Wild Collection. 
• The promotional campaign, although just a week long, spawned 20 YouTube videos, branded Twitter and Facebook pages, a digital music album, a Tumblr, banner ads, and a giant chart on worldsbiggestchart.com. 
• The fictional marketing director provided wildly popular with results in the campaign including 4 million views on YouTube, 600,000 new views on OldSpice.com, and over 30,000 new followers on Old Spice's social networks. 

From the article: 

"In a March 11 press release, Old Spice parent Procter & Gamble said Mr. Wolfdog was hired to oversee marketing and communications for the Old Spice Wild Collection, which includes the scents Wolfthorn, Hawkridge, and Foxcrest and debuted in February. P&G says these scents '[represent] the dangerous side of masculinity and [help] guys answer the smell of the wild.'

According to P&G, Mr. Wolfdog's previous experience includes Alpha Male of the Deciduous Forest Pack #13588 in Woods, Mont. and author of the best-selling self-help book, 'Is It Wolfdog In Here, Or Is It Just Me?'"