NEW YORK (AdAge.com) -- Expect this to happen with increasing frequency: A major marketer not known for online antics hits the top of the chart via massive offline promotion. In this case, it's Walmart with one of its more popular TV spots getting nearly 1.7 million views on the web last week.
The Walmart spot was one of three new videos on the list. Also new is the first Super Bowl teaser to make the list, an ad from Bridgstone, which is sponsoring the halftime show with The Who.
The third spot to join the list comes from Nolan's Cheese and contains several creative elements that help illustrate why it's there: cuddly rodent in peril -- shock -- and, well, watch the video. The staff at Visible Measures has been watching this one build viewers for a few weeks before it arrived at No. 8. Obviously, this video had to earn its way on the list and it will be interesting to see how long it sticks around.
The other seven entries on the list are veterans, and part of substantial ongoing online campaigns. Worth noting, again, the staying power of Evian's skating babies, which have spent 30 weeks among the top 10, usually at No. 1. Evian's campaign, while down 13% this week, has racked up -- wait for it -- 71.6 million views overall.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Walmart||Clown||Publicis & Hal Riney||1,684,796||New|
|2||1||Evian||Live Young||BETC Euro RSCG||1,082,574||-13%|
|3||New||Bridgestone||Your Tires? Or Your Life?||The Richards Group||959,213||New|
|4||3||Nexus One Vlogger||N/A||552,247||-24%|
|5||6||Microsoft||Xbox Project Natal||World Famous||539,669||-8%|
|6||5||DC Shoes||Gymkhana Two||Mad Media||521,466||-11%|
|7||9||Axe||Cleans Your Balls||BBH||427,300||-2%|
|8||New||Nolan's Cheddar||Seriously Strong Cheddar||John Nolan Films||423,358||New|
|9||Back on Chart||Nike||Most Valuable Puppets||Wieden & Kennedy||269,287||Back on Chart|
|10||4||Coca-Cola||Happiness Machine||Definition 6||251,606||-59%|
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.