Although Dirt Devil sucked up enough views to return to the No. 1 spot on the latest Ad Age Viral Video Chart, four new entries are giving the vacuum brand a run for its money.
Champs Sports made its first Viral Video chart appearance at No. 2 with "We Know Game," a new TV campaign that used some key paid online placements across 10 clips to rack up 1.3 million views its first week out. Samsung landed at No. 4 with "Unleash Your Fingers," a video that introduces the dance trend of "finger tutting" to the masses. Also new at No. 10 is Wheaties with video from Saatchi & Saatchi. In these two original spots, DJ Steve Porter "remixes" footage of athletes like Peyton Manning, Albert Pujols, Bryan Clay and Hunter Kemper chatting with Boston Celtics forward Kevin Garnett about why they're "serious about cereal."
But perhaps the most impressive marketing stunt on the chart this week belongs to Microsoft, which enters at No. 8 with "All You Need For College." The marketer's two suggested necessities for higher education? A PC and an Xbox, the latter of which came free with purchase of any qualifying Windows 7 PC. Microsoft garnered 750,000 views, both paid and unpaid, for its college campaign.
Elsewhere, Tiny Prints fell out of the top 10 after topping last week's chart for its Father's Day campaign, leaving plenty of room for chart stalwarts like Evian (No. 3) and Blendtec (No. 7).
But TomTom held strong in its third week on the chart, securing the No. 5 spot with a 12% increase in views. Heineken clip "The Date" added 6% more viewers to win No. 6, while Perrier slipped 30% and the No. 9 position with "Le Club Perrier," which might not be a good sign for the brand's forthcoming "sexier, steamier and wilder" version of the party video.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||3||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Wurttemberg||1,594,589||-12%|
|2||New||Champs Sports||We Know Game||N/A||1,351,179||New|
|3||4||Evian||Live Young||BETC Euro RSCG||1,184,243||+2%|
|4||New||Samsung||Unleash Your Fingers||N/A||1,102,520||New|
|5||7||TomTom||Break Free||Pool Worldwide||939,081||+12%|
|6||8||Heineken||The Date||Wieden & Kennedy||875,117||+6%|
|7||6||Blendtec||Will It Blend?||In-house||706,660||-21%|
|8||New||Microsoft||All You Need for College||Crispin Porter & Bogusky||705,954||New|
|9||5||Perrier||Le Club Perrier||Ogilvy & Mather||691,336||-30%|
|10||New||Wheaties||Serious About Cereal||Saatchi & Saatchi||607,013||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.
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