Tempest Freerunners Jump Ahead of Big Brands on Viral Chart

A Niche Sport With a Devoted Following Springs Ahead of Old Spice, Evian, Volkswagen

By Published on .

Now that online video is all grown up, big-budget brands and their agencies tend to dominate the Viral Chart. But they don't own it, not by a long shot.

Tempest Freerunning Academy
Tempest Freerunning Academy

For example: no surprise Pepsi's big Diet Pepsi push would land No. 1, but just behind Pepsi and Fage is another example of an unknown brand using entertaining content to get its message out to a devoted but apparently large subculture. The Los Angeles-based Tempest Freerunning Academy, a newly opened gym devoted to the sports of "freerunning" and "parkour" (there's a difference) landed at No. 3 on the chart, with more than 1.5 million views last week.

The video itself is reminiscent of two other great examples of advertainment, DC Shoes' Gymkhana series and Red Bull's video with trials cyclist Danny MacAskill. One big difference: Both had an established youth brand behind them. It so happens Tempest Freerunning is a mini media company in its own right that creates and distributes videos through TempestTV.

Pepsi hits No. 1 for part of its Diet Pepsi re-launch with "Modern Family's" Sofia Vergera. Fage yogurt returns for a second week on the chart growing nearly 50% in views, which appears to be driven largely due to organic sharing, said James O' Connor at Visible Measures. The video is running 6 to 1 "likes" to "dislikes" on YouTube and had a smooth growth curve, not not sharp and sudden spikes that are common traits of paid promotion.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 New Diet Pepsi David Beckham TBWA\Chiat\Day 1,897,976 New Diet Pepsi: Get the Skinny
2 3 Fage Plain Extraordinary Mullen 1,546,664 +49% Fage: Plain Extraordinary
3 New Tempest Freerunning Academy Gym N/A 1,463,907 New Tempest Freerunning Academy: Gym
4 8 Downy Mike in the Window Digitas 1,096,033 +25% Downy: Mike in the Window
5 Back on Chart Old Spice Old Spice Man is Back Wieden & Kennedy 1,023,062 Back on Chart Old Spice: Old Spice Man is Back
6 5 Evian Live Young BETC Euro RSCG 1,016,059 +6% Evian: Live Young
7 1 Skittles Touch the Rainbow BBDO 871,640 -26% Skittles: Touch the Rainbow
8 7 Volkswagen The Force Deutsch 862,100 -4% Volkswagen: The Force
9 4 SunDrop Drop It MTV Scratch 705,411 -29% SunDrop: Drop It
10 10 Blendtec Will It Blend? In-house 647,045 -2% Blendtec: Will it Blend?
In this article:
Most Popular