NEW YORK (AdAge.com) -- Online video views are not sales. But if they're even only suggestive of interest, Research in Motion has to be happy with the performance of the two-minute intro video for its iPad-fighting Playbook tablet, which debuts at No. 2 on the Viral Video Chart this week.
The two-minute video, which like Amazon's recent campaign for the Kindle took several swings at the iPad ("Flash-loving"; "multitasking"), took more than 1.7 million video views in its first week, with no obvious paid promotion to support it. Hard to know for sure who's paying and who isn't in these video campaigns, but Visible Measures notes that BlackBerry's view curve was smooth, with none of the sharp spikes that can signal a paid deal.
Most of the views came from sites clearly covering the launch of the device, pitched as a "professional tablet," including Yahoo News, Engadget, Gizmodo, Macrumors and Crackberry. Yahoo News alone referred 160,000 views in the first week.
While BlackBerry's Playbook video didn't surpass the first week for "Meet iPad" (2.4 million), it's certainly barged into the conversation, reflecting perhaps that BlackBerry owners still outnumber iPhone owners by a long shot. The BlackBerry Playbook video came very close to Apple's iPhone 4 Face Time Campaign, which got only 100,000 more views (1.8 million) back in June.
Also new on the chart this week is the very first video from Buick, which let a bunch of automotive journalists take it for a lap around Germany's Nurburgring, and the latest installment from Old Spice, which enlisted fearsome Baltimore Ravens middle linebacker Ray Lewis for its consistently hilarious body wash campaign. Mr. Lewis is no Isaiah Mustafa, and though the ad has appeared on TV, it's been a sleeper online, likely getting a paid promo push around the first of the month to scratch its way onto the chart.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||DC Shoes||Gymkhana Three||In-house||2,776,404||-37%|
|3||New||Buick||Moment of Truth||Digitas||1,497,364||New|
|4||3||Axe||Clean Your Balls||BBH||1,218,289||0%|
|5||4||Nokia||It's What You Do With It||Wieden & Kennedy||947,389||-13%|
|6||8||Evian||Live Young||BETC Euro RSCG||893,708||+6%|
|7||6||DC Shoes||Gymkhana Two||In-house||877,395||-17%|
|8||New||Old Spice||Greatest Smell in the NFL||Wieden & Kennedy||776,701||New|
|9||9||Geico||Really Save||The Martin Agency||759,627||0%|
|10||New||Axe||World's Manliest Rituals||Mindshare||747,053||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.