Recall that it was Kraft that had the good sense to step in and hire homeless voice-over artist Ted "Golden Pipes" Williams to a contract soon after YouTube discovered him panhandling by the side of a highway.
The TV ad with Mr. William's smooth voice-over made the Viral Chart at No. 7 in January. But it turns out that was just a toe dipped in the viral waters by CP&B, which has landed Kraft Mac and Cheese back on the chart last week, at No. 2, for a campaign that looks a lot like a less-funny version of Old Spice's "The Many Your Man Could Smell Like."Old Spice "Responses" worked because Isaiah Mustafa made videos responding directly to commenters on YouTube. Kraft is doing something similar, only they're creating videos based on Twitter posts (apparently there are many) about Kraft Mac and Cheese.
For example: @jamesgreer tweets: "Don't joke about mac and cheese" and Crispin interprets it in video form with a ninja attack ("Ninja Please") with someone who isn't taking it seriously enough. @J_Marie_Trim tweets "Can't stop thinking about Macaroni Cheese" and Crispin creates a video of two guys who can't stop thinking about macaroni and cheese. You get the picture.
So far 11 of these videos are collected on the Kraft Macaroni & Cheese Facebook page, along with the tweets as they roll in. How many will Crispin make? (Weiden & Kennedy made hundreds of Old Spice "Responses" videos.) Tune in next week.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Skittles||Touch the Rainbow||BBDO||1,183,456||-59%|
|2||New||Kraft||Mac & Cheese TV||CPB||1,085,413||New|
|4||3||SunDrop||Drop It||MTV Scratch||991,247||-13%|
|5||5||Evian||Live Young||BETC Euro RSCG||955,463||-8%|
|8||New||Downy||Mike in the Window||Digitas||878,419||New|
|9||4||Adidas||All In||Sid Lee||789,702||-29%|
|10||8||Blendtec||Will It Blend?||In-house||657,654||-13%|
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.