NEW YORK (AdAge.com) -- With 1.8 million YouTube views and its first entry onto the chart, Intel's "Chase" mini-movie makes it to the straight to the top for a good reason -- it's a great action flick with a sexy heroine and two leather-jacket-and-gold-chains bad guys. The campaign won 1.1 million views in its first week alone.
The characters run, drive, fight and jump in and out of almost every kind of computer application possible from iTunes to Facebook to Microsoft Office to Adobe Creative Suite and beyond, the leaps reminiscent of another chart-topper -- "The Digital Story of the Nativity".
How did Intel shoulder its way onto the chart and stomp some old standbys from Blendtec, Evian and DC Shoes, as well as the hot viral brand video du jour for the upcoming Verizon iPhone? There are seven different videos for the campaign; looking at the growth curve of the original, there was sharp spike on the Jan. 18 and tapers off on the Jan. 19, the kind of spike that usually indicates paid promotion, but Intel claims the surge was organic, the product of some blog coverage.
Paid or not, "Chase" probably won on its own merits. It was filmed on location in Prague and created by independent San Francisco ad agency Venables Bell & Partners. Remember, this is an ad for a company without a consumer-facing product -- an "ingredient" brand. So what are they selling? "We want to achieve a greater emotional connection with the consumer," said Intel media relations manager David Dickstein. "When people shop for technology, when they see Intel, we want them to have a favorable feeling."
Verizon and Captain Morgan -- drunk dialing, anyone? -- were two additional new videos on the chart. Verizon was, of course, related to the release of the iPhone on their network, and Captain Morgan -- well, he's touting some exercise. Next week, watch out for "I'm Back," the latest Isaiah Mustafa Old Spice spot. Does "the man your man could smell like" have any mojo left?
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Intel||The Chase||Venables Bell & Partners||1,130,305||New|
|2||3||Evian||Live Young||BETC Euro RSCG||1,086,517||+15%|
|3||5||Blendtec||Will it Blend?||In-House||846,044||+24%|
|4||4||DC Shoes||Gymkhana Three||In-house||829,024||0%|
|5||New||Verizon||iPhone Coming to Verizon||N/A||676,720||New|
|6||Back on Chart||Allstate||Mayhem Is Coming||Leo Burnett||631,099||Back on Chart|
|7||10||Popcorn, Indiana||Much Better Contest||The Ad Store||586,792||+33%|
|8||New||Captain Morgan||Workout||Pereira Odell||510,057||New|
|9||8||DC Shoes||Gymkhana Two||In-house||489,509||-2%|
|10||9||Geico||Really Save||The Martin Agency||438,350||-1%|
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.