NEW YORK (AdAge.com) -- Carl's Jr. tapped YouTube's No. 2-most-subscribed channel, from a comedy group called Nigahiga, to push its new portobello-mushroom burger -- and it has paid off, in 3.3 million views last week, according to Visible Measures data compiled for the weekly Viral Video Chart. And this is no subtle, where's-the-brand sponsorship. The (burgerless?) burger is in just about every frame, and when it's not, they're talking about it.
The Carl's Jr. performance was good enough to best two basketball-themed videos that have been on the chart during much of the NBA playoffs. (It was also good enough to prompt a scathing attack from one YouTuber left out of the proceedings.) Also new to the chart this week is the video of Microsoft's stunning motion- and facial-recognition technology, coined Project Natal, in action and Dos Equis' "Most Interesting Man in the Universe" campaign.
*A change has been made to this story to reflect that World Famous, not JWT, created the "Project Natal" video for Microsoft. Also to clarify, the Carl's Jr. campaign included video from other YouTube producers as well, including Smosh, whose "I Heart Burgers" has accounted for nearly a million views.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Carl's Jr||How to Eat a Burger (Portobello Mushroom Six Dollar Burger)||Initiative, Mendelsohn Zien||3,303,949||NEW|
|2||2||Nike Basketball||Most Valuable Puppets||Wieden & Kennedy||2,740,643||+81%|
|3||1||NBA||Where Amazing Happens||Goodby, Silverstein & Partners||888,822||-46%|
|4||3||Gillette||Shaving Tips From Gillette||BBDO, Proximity Canada||514,116||-26%|
|6||4||Vodafone||Make the Most of Now||Ogilvy & Mather||329,209||-47%|
|7||7||E-Trade||Talking Baby||Grey, New York||224,870||-11%|
|8||6||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||222,192||-15%|
|9||NEW||Microsoft Xbox||Project Natal||World Famous||208,283||NEW|
|10||NEW||Dos Equis||The Most Interesting Man in the Universe||Euro RSCG||186,400||NEW|
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.
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