NEW YORK (AdAge.com) -- It's hand-to-hand combat among gaming consoles on the viral chart. Microsoft's Project Natal spot for Xbox has spent an incredible 39 weeks in the top 10 over the past year, and this week comes in at No. 9, but now Sony is taking a big swing at Redmond with an ad for PlayStation's "Move" controller set to debut next fall.
The spot, produced by Deutsch, stars Kevin Butler, Playstation "VP of realistic movements," and pokes fun at Microsoft's approach: "C'mon, who wants to pretend their hand is a gun? What is this, third grade?" The video, part of a broader Playstation campaign, was good for nearly a million views last week. If it has anything like the staying power of Xbox's Project Natal, we'll be seeing a lot more of it.
While a good console war is fun, Doritos and agency BBDO/Proximity is the big winner this week, and they've cracked the code for getting pass-around views on the web. The latest video is a promo for its "Viralocity" campaign contest targeted at the Canadian market. The rules are simple: name a new flavor; make a video; make it go viral; and win $250,000.
Clearly it's struck a nerve; the promo has been posted by users in more than 1,000 locations on the web, which helped it reach more than 2.3 million views.
A couple other new additions to the chart this week, including a spoof, "Spring Break It Down," from Muscle Milk, similar to their "Sexy Pilgrim" campaign last fall. Also, Capital One landed on the chart for a March Madness tie-in with "Ivan Brothers," a first for a financial services company.
On another note, this marks a year since we started the Viral Video Chart to track video advertising on the web each week. We'd like to thank Visible Measures for helping us make it happen, and ask you, the reader, what we can do to make it more useful. Let us know in comments.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|2||4||Evian||Live Young||BETC Euro RSCG||1,062,744||-2%|
|4||New||Muscle Milk||Spring Break It Down||Pereira & O'Dell; Sharethrough||865,962||New|
|5||5||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||665,790||-35%|
|6||New||Capital One||Ivan Brothers||DDB||530,033||New|
|7||3||BMW||Welcome to Planet Power||N/A||518,489||-67%|
|8||6||Doritos||Crash the Super Bowl 2010||Goodby, Silverstein & Partners||490,267||-46%|
|9||8||Microsoft||Xbox Project Natal||World Famous||461,480||-10%|
|10||9||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||444,518||-9%|
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.