AT&T's Verizon Lawsuit Gives 'Map for That' Ad New Life

What People Watched the Week of Nov. 9, 2009

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NEW YORK (AdAge.com) -- Marketing experts were quick to criticize AT&T for taking legal action against Verizon's "Map for That" ads. While AT&T wanted the ads pulled, what the lawsuit was more likely to do is bring attention to the ads, and AT&T's weakness: its iPhone-taxed 3G network.

A few weeks later and it looks like those experts were right. After having disappeared from the Viral Video Chart, Verizon's "Map for That" ad is back on it, in the No. 7 spot with almost 500,000 views, according to Visible Measures, which collects the data on weekly views. It also likely got a boost from the extra anti-iPhone/AT&T TV spots Verizon has been running, like the one in which it exiles Apple's phone to the Island of Misfit Toys. Incidentally, Visible Measures also recent noticed a change in Verizon's ad-dissemination strategy.

"The first ['Map for That'] creative launched exclusively on broadcast TV and was still able to find success with online audiences through community members uploading the commercial to the web," said noted Matt Cutler, VP-marketing and analytics. "Three new holiday-themed assets were released on TV and online on Verizon's corporate YouTube user channel. Perhaps their first appearance on the chart had some impact on their subsequent strategy?"

Meanwhile, there were no new entries on chart this week, although it's worth noting Volkswagen reclaimed the No. 1 spot and Evian marked its 20th consecutive appearance.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 2 Volkswagen The Fun Theory Tribal DDB 1,092,520 -29% Volkswagen: The Fun Theory
2 4 Evian Live Young BETC Euro RSCG 941,157 -2% Evian: Live Young
3 1 International Olympic Committee Best of US Challenge Cole & Weber United; Mekanism 698,712 -55% IOC: Best of US Challenge
4 5 DC Shoes Ken Block's Gymkhana Two Project Mad Media 562,238 -16% DC Shoes: Ken Block's Gymkhana Two Project
5 Back on Chart Microsoft Xbox Project Natal World Famous 487,128 Back on Chart Microsoft Xbox: Project Natal
6 6 Verizon Wireless Droid Does McGarryBowen 457,983 -2% Verizon: Droid Does
7 Back on Chart Verizon Wireless There's A Map For That McCann Erickson 449,275 Back on Chart Verizon Wireless: There's A Map For That
8 Back on Chart Durex Get It On Fitzgerald+CO; SuperFad 295,977 Back on Chart Durex: Kama Balloon Animal Sutra
9 10 Inspired Bicycles Danny MacAskill Trials N/A 252,099 +11% Danny MacAskill Trials
10 9 T-Mobile T-Mobile Dance Saatchi & Saatchi, MediaCom 251,084 +7% T-Mobile Dance
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