NEW YORK (AdAge.com) -- Apparently, some old tricks still work.
This week's topper came in the form of a choose-your-own-adventure, a form YouTube and marketers like Nintendo and Samsung popularized a few years back. This time, German white-out brand Tipp-Ex hired agency Buzzman to shoot a scenario where a hunter comes under imminent attack from a bear. Before he can do the deed, the video stops with two links: one to shoot the bear, and one to not shoot the bear. Both links, however, take you to the same scene where the hunter says he'd rather not shoot the bear (whew!). A couple whizz-bang flash tricks show the hunter reaching out of the video frame into the box to the right, picking up a bottle of Tipp-Ex and whiting out the "Shoots" from the title of the video. You can write in whatever you want, such as "kisses," which was the only thing that worked for me.
It's a gimmick, but it worked. The internet, for all its cynical glories, is actually more of a theater for earnest enthusiasm.
Less surprising in content, but more noteworthy for its dual hits, Apple scored two slots on the chart for the first time, one for its new Nano, the other for the new iPod Touch, both announced last week by CEO Steve Jobs. Both ads feature the same aesthetic Apple has come to be known for, sharp, music-driven editing, without voice-over or dialogue. But now, the company's "we're so cool, come buy it" mantra, however tacit, has become tired, and in some ways you have to wonder if the company's chart success is as much a function of Jobs' event announcement. Apple essentially took over Twitter that week, and it's clear the micro-blogging platform is becoming a much bigger factor in online videos.
Last week's number one, Roger Federer's trick shot for Gillette & British Skin Foundation dropped to number five, despite the Swiss player's dominance at the U.S. Open this week. Still, that, along with Apple's placements, indicate that offline events still drive online habits.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Tipp-Ex||Hunter Shoots a Bear||Buzzman||2,272,640||New|
|2||New||Apple||A New Way to Nano||TBWAChiatDay||1,355,895||New|
|3||3||Evian||Live Young||BETC Euro RSCG||1,056,703||+4%|
|4||4||Old Spice||Responses||Wieden & Kennedy||892,518||-8%|
|5||1||Gillette & British Skin Foundation||Roger Federer Trick Shot||N/A||743,320||-55%|
|6||8||Blendtec||Will It Blend?||In-house||727,664||8%|
|7||Back on||Gillette||A Mayne & His Razor||ESPN CreativeWorks||670,820||Back on||8||6||Old Spice||Odor Blocker||Wieden & Kennedy||616,804||-13%|
|9||5||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||612,293||-24%|
|10||New||Apple||IPod Touch All Kinds of Fun||TBWAChiatDay||599,766||New|
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.