Apple's iPad Ad? Yep, It Went Viral

Apple's Shift in Video Strategy Pays off, While Lindsay Lohan Helps E-Trade's 'Milkoholic'

By Published on . 7

NEW YORK (AdAge.com) -- Lesson learned: never bet against Apple. Last week, I predicted that Apple's "Meet iPad" campaign, which debuted on TV during the Oscars, wouldn't go viral. Why? Because Apple videos typically don't due to the lock the company keeps on distribution. Sure enough, early on, "Meet iPad" got a slow start.

But guess what? I was wrong! "Meet iPad" had a pretty strong week with 2.4 million views, good enough for No. 2 on the viral chart. Why? Well, intense interest in the product, obviously, but also a shift in Apple's strategy, which we also noticed last week.

Apple has had a YouTube channel since 2005, but only recently started using it. In the past, they'd focused on driving views on Apple.com, but for the iPad, they allowed the video to be embedded across the web, and views were distributed across 100 different placements, according to Visible Measures. Apple turned off commenting on its own videos, but a robust conversation bloomed around copies. Interestingly, this posting, with 2,422 comments as of this writing, was most-viewed; Apple's official version was a distant second. Still, given the ambient Apple love on the web, shouldn't "Meet iPad" be No. 1? Check back next week.

But enough about Apple. The most-viewed spot this week is a video that's been hanging around the list since the Super Bowl, but got some extra juice from controversy. E-Trade was slapped with a $100 million lawsuit for "Milkoholic" by Lindsay Lohan, and the surge to more than 3 million views, including 80,000 referrals from Perez Hilton.

The only new entrant on the list -- aside from Apple -- is a video for BMW's R1000 motorcycle, "Welcome to Planet Power." Yep, it's a cool (and no doubt fake) stunt, and apparently these still work on the web.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 8 E-Trade E-Trade Super Bowl 2010 Grey 3,072,667 +616% E-Trade: Super Bowl 2010
2 New Apple Meet iPad TBWA/Chiat/Day 2,449,213 New Apple: Meet iPad
3 New BMW Welcome to Planet Power N/A 1,574,767 New BMW: Welcome to Planet Power
4 3 Evian Live Young BETC Euro RSCG 1,087,512 +4% Evian: Live Young
5 1 Old Spice The Man Your Man Could Smell Like Wieden & Kennedy 1,030,975 -13% Old Spice: The Man Your Man Could Smell Like
6 5 Doritos Crash the Super Bowl 2010 Goodby, Silverstein & Partners 902,252 +22% Doritos: Crash the Super Bowl 2010
7 Back on Chart Snickers You're Not You When You're Hungry BBDO 708,495 Back on Chart Snickers: You're Not You When You're Hungry
8 9 Microsoft Xbox Project Natal World Famous 511,128 +24% Microsoft: Xbox Project Natal
9 6 Sussex Safer Roads Partner-
ship
Embrace Life Director: Daniel Cox 487,017 -7% Sussex Safer Roads Partnership: Embrace Life
10 7 Pepsi Oh Africa N/A 427,514 -17% Pepsi: Oh Africa
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