The lingering buzz of the Super Bowl is finally wearing off Ad Age's Viral Video Chart.
Last week's leader, Volkswagen, dropped to No. 3 this week, losing 51% of its audience but still gaining an impressive 1.6 million views in its third week. Doritos and Best Buy are also down significantly, at Nos. 5 and 6, respectively, while Chrysler took the steepest drop of all at No. 10, down more than 66% vs. last week with 580,000 views.
This week's roundup welcomes a handful of new clips to the chart, including viral mainstay Levi's. The jeans maker's "Rear View Girls" racked up 3.4 million views and took the top spot with a clip featuring two attractive women who hit the town with holes cut into the backside of their jeans. Nike also joined the chart, taking the No. 2 spot with the new long-form "Black Mamba" clip featuring Kobe Bryant and Kanye West that benefited from a much-discussed debut during last month's NBA All-Star Game and a decent amount of paid promotion online. And Coca-Cola debuted at No. 8 with the next phase of its "Happiness Factory" campaign, a spot in which the beverage brand parks its truck in different neighborhoods in Rio De Janiero to "deliver a little happiness."
And this week we welcome back Blendtec, making its 22nd appearance on the viral chart at No. 7 with "Will it Blend?"
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Levi's||Rear View Girls||Colenso BBDO||3,424,341||New|
|2||New||Nike||Black Mamba||Wieden & Kennedy||2,031,882||New|
|4||6||Evian||Live Young||BETC Euro RSCG||1,587,496||76%|
|5||3||Doritos||Crash the Super Bowl 2011||Goodby Silverstein & Partners||780,424||-66%|
|6||5||Best Buy||Best Buy Super Bowl 2011||CPB||700,315||-39%|
|7||Back on Chart||Blendtec||Will It Blend?||In-house||661,932||Back on Chart|
|8||New||Coca-Cola||Happiness Truck||Definition 6||642,793||New|
|9||4||Old Spice||Old Spice Man is Back||Wieden & Kennedy||590,740||-56%|
|10||2||Chrysler||Imported From Detroit||Wieden & Kennedy||580,480||-76%|
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.