NEW YORK (AdAge.com) -- If the ad campaigns on this week's viral video chart look familiar, they should: They've all been here before.
In fact, many of them have been on the chart for a long time. The longest-running campaign, Cadbury's "Eyebrow Dance," is celebrating its 26th week on the chart and the second-longest, T-Mobile "Dance" is marking its 25th week. Microsoft's "Project Natal," meanwhile, is on for its 18th week in a row. Evian's "Rollerbabies" is on for the 13th straight week. Only three videos are new enough to be celebrating their second week in a row: Microsoft's Windows "Launch Party" video, Trend Micro's "Fearless Web" spot and MoveOn.org's "Protect Insurance Agencies" campaign.
As you can imagine, it's quite a feat to add enough growth week after week to continue to maintain a presence. (Remember, the viral video chart is a look at views over the previous week; not over the lifetime of the campaigns.) So what causes viral longevity? Matt Cutler, VP-marketing and analytics at Visible Measures, which compiles the chart each week, outlined several common characteristics among the campaigns:
- This kind of viral activity is only possible when there is repeat viewing. That means there's something about these videos that make people want to watch again and again.
- They have a sense whimsy. "All of these are 'feel good' spots that are fun and don't take themselves too seriously," he notes. They provide an escape.
- They all contain the bit of "how'd they do that?" and "is it real?" that many successful viral videos seem to employ.
- And finally, he notes, "Most of these have a deep musical connection, which definitely contributes positive associations. Just look at Apple's iPod ads for this."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Evian||Live Young||BETC Euro RSCG||1,391,044||-1%|
|2||5||Microsoft Xbox||Project Natal||World Famous||670,440||+35%|
|3||4||Microsoft||Windows 7 Launch Party||N/A||575,217||+5%|
|4||3||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||536,612||-10%|
|5||7||Trend Micro||Fearless Web||Brief Attention Span, Alterseekers, Sharethrough||441,739||+80%|
|6||8||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||249,920||+4%|
|7||1||MoveOn Political Action||Protect Insurance Agencies||FunnyOrDie||229,943||-88%|
|8||9||Inspired Bicycles||Danny MacAskill Trials||N/A||226,509||-4%|
|10||10||Bud Light Lime||Canned Confessions||DDB||202,319||-7%|
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‚Ñ¢ 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.