Microsoft and Google took their battle for your email account to YouTube last month with their competing "Gmail Man" and "Email Intervention" videos. But several weeks online, it's looking like Microsoft brought a knife to a gun fight: Google's video, which doesn't mention Microsoft by name, is in the lead, and last week landed on the Viral Chart at No. 10.
Microsoft's "Gmail Man" is a blunt attempt to stir up misgivings about Gmail by reminding everyone that Google mines the content of your messages to target advertising. ("Hey, are you looking at our mail? Heh, heh, heh, no, I'm looking at everyone's mail.") Google's "Email Intervention" doesn't mention Microsoft (or Hotmail or Earthlink or AOL) by name, but pokes fun at "outdated" addresses and encourages users to send an "email intervention" to a friend. So far, 774,811 have been sent.
Uploaded a week apart in July, Google is leading 900,000 views to Microsoft's 770,000, according to Visible Measures. That shouldn't surprise anyone: Google is easily the most prolific tech brand on the Viral Chart and has plenty of hits under its belt for Chrome, Google+, Android, Chromebook, Instant Search, etc. Microsoft is no slouch either with viral hits for Xbox and Bing, but Google puts YouTube first in its strategy, and it shows. Its first TV ad, for example, started out on YouTube.
Another notable newcomer to the chart this week is Nokia, with "Gulp," a clever stop-motion video ad shot entirely on a Nokia N8 phone. The campaign, at No. 3 on the chart, also includes a making-of video and follows Nokia's last chart entry, "World's Quickest Ad" for the N9.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Old Spice||New Old Spice Guy Fabio||Wieden & Kennedy||169,7020||-90%|
|2||5||Evian||Live Young||BETC Euro RSCG||1,130,953||-37%|
|4||7||Blendtec||Will it Blend?||In-House||678,989||-25%|
|5||8||Heineken||The Date||Wieden + Kennedy||668,644||-26%|
|6||2||Intel,Toshiba||Inside||Pereira & O' Dell||647078||-81%|
|7||6||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Wirttemberg||641,233||-64%|
|9||New||Garnier Fructis||Anti-Dandruff Shampoo||Publicis & Hal Riney||479,722||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.