Ever text in a movie theater? Hate it when others do? Then you're going to understand why this ad for Alamo Drafhouse in Austin went viral, arriving at No. 5 on the chart last week.
You see, Alamo has a policy -- one that 's apparently pretty hard and firm -- that if you talk or text in a movie, you are out. One patron found this out first-hand and took the time to call and leave a message to complain about the experience. Excerpt: "So excuse me for using my phone in the Magnited States of America where you are FREE to TEXT in a the-a-ter!"
That audio was turned into an ad that blew up on the web and then on CNN as well as ABC's "The View."
That shocked Alamo Draft House CEO Tim League, who made a followup video. "We thought we'd get a little bit of traction on it, maybe on the movie sites, but never in our wildest dreams did we think it would end up on "The View," CNN, "Anderson Cooper," all over the place," he said.
Mr. League calls the video a PSA, noting that a lot of people responding to it appear not to have known that texting during a movie is distracting and rude. He's also got something to say about rude commenters: "If it was within my power, we would ban you guys from the Alamo Draft house and from the internet as well."
Alamo is a worthy entrant, with 4.2 million views since it was launched a few weeks ago, according to Visible Measures. But what's interesting on the chart this week is how many made-for-the-internet campaigns are dominating, rather than repurposed TV spots. New campaigns from Nike , Dirt Devil, Axe, Hahn and Altoids (its first appearance on the chart) are all longer than a minute and are made to be distributed as content, rather than pre-rolls.
Filed under "What took him so long?" Tom Dickson hits the viral button again for Blendtec, this time blending a Justin Bieber doll.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Wurttemberg||2,141,120||-4%|
|3||3||Evian||Live Young||BETC Euro RSCG||1,182,486||-4%|
|5||New||Alamo Drafthouse||Don't Text||N/A||1,080,976||New|
|6||8||Blendtec||Will It Blend?||In-house||1,075,032||+54%|
|7||New||Nokia||Pink Freedom||Wieden & Kennedy||965,492||New|
|8||New||Hahn||Super Goes In||Publicis Mojo||944,914||New|
|9||New||Altoids||The Curiously Strong Awards||Starcom||914,200||New|
|10||5||Heineken||The Date||Wieden & Kennedy||747,916||-25%|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.