With all the press attention over the past few weeks, its no surprise "Camp Gyno" landed on the Viral Video Chart with an impressive 4.6 million views. Joining the girls at camp was the first burst of back-to-school ads to hit the chart from Best Buy, Nike and Adidas last week.
Best Buy continued its theme of "America's techfitter" in a spot from Crispin Porter + Bogusky that emphasizes Best Buy's personal touch. Nike and Adidas, meanwhile, rolled out spots with sports celebrities Blake Griffin and Leo Messi to give their kicks a boost.
These campaigns are landing a month after retailers began their back-to-school and back-to-college promotions. Walmart, Apple and a handful of clothing brands started their promotions before July 4, hoping to get a jump-start on the second biggest shopping season of the year. While this season is expected to rake in $84 billion, the National Retail Federation expects spending to decline by 13% as families with school-aged children dole out about $634 on apparel and supplies, $50 less than last year.
Samsung, Motorola and Google also charted with campaigns for new phones, but NRF data suggests they may be in for disappointment, too: fewer families with children and teens plan to buy electronics this season, and those that plan to purchase a tablet or smartphone will do so for an average of $199 – about $20 less than they were willing to spend in 2012.