NEW YORK (AdAge.com) -- It will be weeks before we know if anyone will buy a Windows Phone 7, but we do know people like watching ads for Microsoft's latest iPhone competitor. The launch video for the revamped phone debuted at No. 2 on the Viral Video Chart.
The campaign, from Windows' agency Crispin, Porter & Bogusky, aims a barbed jab at today's leading smartphones -- BlackBerry, iPhone and Android -- that render us heads-down slaves to our devices. Repeatedly asking "Really?" the Windows Phone video finds people stuck to their devices in scenes where they should actually be, well, living. "Here's the phone to save us from our phones," the spot says.
But here's the punchline: Most people who watched the video, according to Visible Measures, did so on their mobile phones! And presumably those mobile phones were the BlackBerries, iPhones and Android phones from which Microsoft argues consumers need rescuing. (The data did not break out how many viewers watched the video while showering, in the bedroom or peeing at urinals.)
After phones, Facebook was a huge driver to the video, as people, including this Ad Age reporter, mocked friends and family for acting like the phone-obsessed in the spot. And this is just the beginning; expect Windows Phone spots to run everywhere in the next couple months. Marketing for the new line of devices will be "competitive" with the $100 million Droid campaign, Microsoft told Ad Age. Disclosure: Visible Measures advised Microsoft on the campaign, and also provided the data for this chart.
While many videos for new devices have made viral splashes in recent weeks, it will take a lot more than views to move the needle this holiday season. BlackBerry's iPad rival and Nokia's U.S. smartphone effort also debuted strong though without sustained interest in even those videos, only time and receipts will tell if YouTube can indeed move the needle this holiday season.
Another lesson emerged this week: The internet still loves Isaiah Mustafah, even if it's not really Isaiah Mustafah. In a recent installment of Blendtec's "Will It Blend?", the fake Isaiah (famous for this awesome parody) is The Man Your Man Could Blend Like, which propelled the video to No. 4 this week. Meanwhile, two other Old Spice videos stayed in the top 10, and "Responses" surged back into first place with 56% more views than last week.
Also new to the chart is a green effort from General Electric and Howcast at No. 7. Enlisting YouTube sensations to get a user-generated video drive off the ground, the campaign is nearly 1 million views closer to its goal of 10 million.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Old Spice||Responses||Wieden & Kennedy||1,403,826||+56%|
|2||New||Microsoft||Windows Phone 7||Crispin, Porter & Bogusky||1,254,217||New|
|3||1||DC Shoes||Gymkhana Three||In-house||1,215,358||-29%|
|4||Back on Chart||Blendtec||Will It Blend?||In-house||1,093,246||Back on Chart|
|5||Back on Chart||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||1,039,811||Back on Chart|
|6||3||Evian||Live Young||BETC Euro RSCG||909,633||+3%|
|7||New||General Electric||Tag Your Green||N/A||847,386||New|
|8||6||Geico||Really Save||The Martin Agency||740,946||-2%|
|9||Back on Chart||Old Spice||Odor Blocker||Wieden & Kennedy||714,159||Back on Chart|
|10||8||DC Shoes||Gymkhana Two||In-house||607,446||-12%|
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.