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.
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|
|3||New||Tempest Freerunning Academy||Gym||N/A||1,463,907||New|
|4||8||Downy||Mike in the Window||Digitas||1,096,033||+25%|
|5||Back on Chart||Old Spice||Old Spice Man is Back||Wieden & Kennedy||1,023,062||Back on Chart|
|6||5||Evian||Live Young||BETC Euro RSCG||1,016,059||+6%|
|7||1||Skittles||Touch the Rainbow||BBDO||871,640||-26%|
|9||4||SunDrop||Drop It||MTV Scratch||705,411||-29%|
|10||10||Blendtec||Will It Blend?||In-house||647,045||-2%|
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.
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