AT&T’s Mountain Men Aim For Viral Marketing Glory

AT&T (NYSE: T) is looking for consumer love this Valentine’s Day by introducing some funny new pitchmen who promise to deliver the same kind of personalized online marketing that helped make Old Spice Guy such a sensation.

Meet the Mountain Men, a group of grizzled countryfolk who promise to select Valentine’s Day messages submitted via social media and actually shout them from a mountaintop (look closely and you’ll see a sign indicating California’s Mt. Baldy is the site for this peak performance).

You may have encountered the Mountain Men on Friday as the Promoted Tweet #loveshout or wandered onto their respective pages on Facebook or YouTube (see video below). On Valentine’s Day, AT&T will stream a webcast at 8 a.m. PT to hear hours of shouting live–and they’ll send you a video clip of just your own echo-laden declaration that you can pass onto a loved one.

And even if the Mountain Men don’t pick your message, they promise to send you something special–but don’t expect anything with explicit language. “Because mountain men have mothers too, you know,” the Facebook page warns.

AT&T is clearly but cleverly ripping a page from the Old Spice Guy playbook here. The deodorant brand brilliantly extended its TV phenomenon by having the character generate customized video responses to select people who asked him questions.

“I think the biggest shift in marketing online is the ability to explore two-way communication,” said Greg Hahn, executive account director with ad agency BBDO, which created the campaign for AT&T.

And as Will Ferrell once taught us with one of his many beloved Saturday Night Live characters, the Loud Talker, yelling can be a real scream. Go ahead and “Shout Your Love From The Mountaintop” here.