NEW YORK (AdAge.com) -- Tired tactics seem to rule the viral domain these days. Lane Bryant's reject-stunt ad holds the top spot again this week, but newcomer Nestle came in strong at No. 3 with a yet more derivative device: the D-list celebrity.
The candy company's "Butterfinger Defense League" video features an uninspired re-tread of Sir Mix-a-Lot's 1992 hit, "Baby Got Back," along with Sir Mix-a-Lot himself massaging '90s-era turntables. It doesn't stop there. Produced by Threshold Interactive, Zenith Optimedia and Sharethrough, the video features '70s superstars Erik Estrada and Lou Ferrigno working their hair and pecs, respectively, and has generated over 1.3 million views in less than a week. Celebrity -- any kind of celebrity -- sells.
Sony, another newcomer to the list, generated a respectable 500,000 views helped by current country queen Taylor Swift. But instead of pushing its forthcoming 3-D TVs or OLED smartphone, the gadget gods decided to hawk its panoramic digital camera instead. Note to Sony: Next time, show us the cool stuff.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Lane Bryant||So Not What Mom Would Wear||N/A||2,882,618||+24%|
|2||2||Old Spice||Odor Blocker||Wieden & Kennedy||1,660,292||-7%|
|3||New||Nestle||The Butterfinger Defense League||Threshold Interactive; Zenith Optimedia; Sharethrough||1,333,994||New|
|4||3||Evian||Live Young||BETC Euro RSCG||994,958||-7%|
|6||4||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||543,108||-12%|
|7||New||Sony||Cyber Shot DSC TX 7||N/A||540,358||New|
|8||9||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||442,901||+13%|
|9||7||Microsoft||Xbox Project Natal||World Famous||429,216||-8%|
|10||10||DC Shoes||Gymkhana Two||Mad Media||338,757||-10%|
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.
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