The brand’s new campaign will initially rely on the marketing ability of just one “superfan.”

Old Spice’s 2010 “Smell Like a Man, Man” campaign garnered over 24 million views, making it the most-viewed ad on YouTube last year. Yesterday, the brand released a new video announcing the campaign’s 2011 return, but this time, its new videos will be released to just one fan. Old Spice is currently combing the internet for one “superfan” with a large online social network, who will be tasked with the responsibility of making the video go viral.

Reflected in this marketing effort is an awareness that people are relying more and more on their online social networks for recommendations and news.

Old Spice | I’m Back

[via Mashable]