The weekly Viral Chart went on hiatus last week to make way for the Viral Video Awards, presented at Ad Age Digital 2011 in New York, so consider this a catch-up of what was happening two weeks ago:
Skittles topped the chart for the last week of March, with a new campaign and a handful of different spots, including the wackiest, "Touch Cat," embedded below.
New Zealand Airlines, no stranger to the Viral Video Chart, scored second place with "Mile High Madness," starring Richard Simmons. That campaign benefited from a making-of video, which was also uploaded. No offense to Mr. Simmons, but this latest spot is a far cry from New Zealand Airline's last effort, "Nothing to Hide," which made several appearances on the chart in 2009.
Also new: For the second straight week a Southeast Asian bank has landed on the chart for a short film claiming to be non-fiction. This week it's TC Bank with a story of elderly Taiwanese reliving the glory of their youth. Last week the Thai Military Bank told the amazing story of FC Panyee, an unlikely soccer club from a floating village in Thailand.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Skittles||Touch the Rainbow||BBDO||2,902,468||New|
|2||New||Air New Zealand||Mile High Madness||N/A||1,868,822||New|
|3||2||SunDrop||Drop It||MTV Scratch||1,135,505||-20%|
|4||1||Adidas||All In||Sid Lee||1,113,744||-43%|
|5||5||Evian||Live Young||BETC Euro RSCG||1,040,200||+20%|
|7||New||TC Bank||Dream Rangers||Ogilvy||777,609||New|
|8||4||Blendtec||Will It Blend?||In-house||757,833||-18%|
|9||8||WWF||Earth Hour 2011||Leo Burnett||733,430||-2%|
|10||7||Corning||A Day Made of Glass||Doremus||722,627||-7%|
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.