NEW YORK (AdAge.com) -- The International Olympic Committee nudged out Volkswagen to capture the top spot this week. The spots, created by Cole & Weber United, star Olympic athletes throwing down challenges to viewers in decidedly non-Olympic challenges such as hula hoop, speed putting and consecutive cartwheel spinning. Viewers are challenged to submit videos of themselves besting the competition.
That No. 1 debut meant the VW campaign missed the top spot by 1%, but "The Fun Theory" still managed to nab 1.5 million views -- not bad for its third consecutive week on the chart. It was also joined by another automaker (a category that's a relative rarity on the chart). Volvo, benefiting from its "Twilight" tie-in, hit the No. 8 spot.
The third debut of the week comes from Weezer, promoting its latest album by piggybacking on the phenomenon that is the Snuggie. Introducing: The Weezer Snuggie. For just $29.99 you can get the ultra-soft Weezer Snugger that's ideal for drafty dorm rooms and will give you years of warmth and comfort. As a special bonus, you'll get their new disc, "Raditude," a $15 value, free! The band first floated the idea late spring, where it got some early buzz on music blogs, and it debuted the offer earlier this month.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||International Olympic Committee||Best of US Challenge||Cole & Weber United / Mekanism||1,559,138||New|
|2||1||Volkswagen||The Fun Theory||Tribal DDB||1,543,019||-29%|
|4||3||Evian||Live Young||BETC Euro RSCG||964,475||-12%|
|5||5||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||671,974||+27%|
|7||9||Cullman Liquidation||Painfully Honest and Epic Mobile Home Commercial||Rhett & Link||357,789||+18%|
|8||New||Volvo||What Drives Edward||Euro RSCG 4D / Arnold||335,272||New|
|9||10||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||234,122||-19%|
|10||Back on Chart||Inspired Bicycles||Danny MacAskill Trials||N/A||227,892||Back on Chart|
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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