NEW YORK (AdAge.com) -- Think the web is tired of LeBron James? Think again! Nike's "Rise" surged 155% to more than 3.8 million views on the web last week, after some signs that interest had started to wane. That was more than enough for No. 1 on the viral ad chart last week.
Why? Well, Mr. James returned to Cleveland with a much-anticipated matchup between the Miami Heat and the Cavaliers on Dec. 2. That and fans and non-fans are still churning out parody and derivative videos (including, even, Nike itself), which continue to drive views.
New to the chart this week is an inexplicably long and self-congratulatory Purina campaign for its Purina One Beyond "sustainable" pet food. It's not the kind of video that generally gets viral pass-along, but the data show it benefited from some black magic from video seeding and promotions firm Share Through. It's only the second pet-food ad to land on the chart -- the first was a spot for Pedigree earlier this year produced by TBWA.
No. 2 on the list this week -- also new -- is a video from Australia's Transport Accident Commission commemorating 20 years of anti-drunken-driving spots. Interestingly, the 20-year anniversary was in 2009, but the video experienced a large uptick during the holiday season.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||3||Nike||LeBron Rise||Wieden & Kennedy||3,802,006||+155%|
|2||New||Tranport Accident Commission (Australia)||Everybody Hurts||Grey||960,031||New|
|3||7||Evian||Live Young||BETC Euro RSCG||870,055||-6%|
|4||1||Hyundai & YouTube||YouTube Symphony Orchestra 2011||N/A||781,945||-66%|
|5||4||Red Bull||Way Back Home||Gramafilm||742,667||-48%|
|6||9||DC Shoes||Gymkhana Three||In-house||742,297||+3%|
|8||2||Target||2-Day Sale 2010||Wieden & Kennedy||718,531||-57%|
|9||10||Blendtec||Will It Blend?||In-house||686,553||-3%|
|10||5||Axe||Clean Your Balls||BBH||648,439||-55%|
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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