NEW YORK (AdAge.com) -- It took David Beckham, Snoop Dogg, Daft Punk and Noel Gallagher, but Adidas's "Star Wars" spot finally broke the top 10 viral ads last week. It's the first official World Cup marketer to make the top 10. Why is that news? Well, for a key sponsor of the World Cup, Adidas had been strangely absent from the online buzz, dominated by arch-rival and non-sponsor Nike, whose "Write the Future" campaign dominated in views and buzz.
We've seen this as a pattern throughout the World Cup so far: non-sponsors outperforming sponsors in terms of online marketing around the event. There's Nike over Adidas; Pepsi over Coke; Carlsberg over Budweiser. FIFA organizers are getting a lot of cooperation from South African officials to stop ambush marketing during the matches. Witness the removal of 36 Dutch fans in orange mini dresses from a game, for planning a stunt for non-sponsor Bavaria Beer.
But FIFA, which earns 30% of its income from sponsorships, can't do much about marketers capitalizing on World Cup excitement on the web (or TV, for that matter). This raises the question of what the future holds for big-money sponsorships around events. Non-sponsors are showing they can do as well or better without paying up for "official" status, especially if they have existing marketing relationships with the athletes themselves, as Nike and Pepsi do.
Nike's "Write the Future" held firm at No. 2 for again in its fourth consecutive week on the chart, while Adidas' recreation of the "Star Wars" cantina scene broke in at No. 3 with a bit more than 2.5 million views. Pepsi's World Cup ad came in at No. 4, its 14th week on the cart.
No. 1 last week was a new entry in the form of branded entertainment for Cosmopolitan magazine and Nivea. Curious: Who's the target audience for this spot? Men? Buyers of Nivea? Cosmo readers? For obvious reasons, we expect it to stick around for at least another week.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Cosmopolitan & Nivea||Bikini Bash||The Station; Maker Studios||3,775,023||New|
|2||2||Nike||Write the Future||Wieden & Kennedy||3,129,221||+17%|
|3||New||Adidas Originals||Star Wars Cantina 2010 FIFA World Cup||Sid Lee||2,564,887||New|
|5||8||Toyota||The Sienna Family||Saatchi & Saatchi||957,447||+18%|
|6||7||Evian||Live Young||BETC Euro RSCG||904,129||-3%|
|7||10||YouTube||YouTube Turns 5||N/A||825,863||+11%|
|8||1||Coke Zero, Mentos||Rocket Car||Eepybird||750,922||-76%|
|9||6||Fortnight Lingerie||Super Sexy CPR||Red Urban||710,059||-31%|
|10||New||Huggies||I've Got Chic in My Pants||JWT||661,018||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.