NEW YORK (AdAge.com) -- The royal wedding is now a distant memory, supplanted in the national consciousness by a one-time most-wanted terrorist, but the views keep coming for T-Mobile, whose "Royal Wedding" topped the Viral Chart, with 8.4 million views.
That's 21 million since it was posted a week before the blessed event, for anyone who's counting, making it one of the more successful video efforts so far this year. The video was good enough to drag another past T-Mobile hit back onto the chart, T-Mobile Dance, last seen on the chart in November.
The chart this week had one interesting newcomer: Fashion legend Karl Lagerfeld directed a two-minute mini-movie to launch a high-end ice cream bar called, er, Magnum, coming in at No. 4. In different videos Mr. Lagerfeld enlisted actress (late of "The O.C.") Rachel Bilson as a model/ballerina/art student made happy by her Magnum. Behind-the-scenes content is also driving overall viewing of the campaign.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|3||3||Evian||Live Young||BETC Euro RSCG||1,283,147||+4%|
|4||New||Magnum||Short Films||Mindshare Entertainment||818,686||New|
|5||7||Downy||Mike in the Window||Digitas||629,682||-6%|
|6||9||Blendtec||Will It Blend?||In-house||584,450||-11%|
|7||8||SunDrop||Drop It||MTV Scratch||553,238||-17%|
|8||Back on Chart||Adidas||All In||Sid Lee||505,126||Back on Chart|
|9||4||Diet Pepsi||David Beckham||TBWAChiatDay||454,812||-55%|
|10||Back on Chart||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||419,621||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.
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.