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Carl's Jr. Pairs With Popular YouTuber for Viral Success

What People Watched the Week of June 1, 2009

By Published on . 2

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 Carl's Jr: How to Eat a Burger
2 2 Nike Basketball Most Valuable Puppets Wieden & Kennedy 2,740,643 +81% Nike Basketball: Most Valuable Puppets
3 1 NBA Where Amazing Happens Goodby, Silverstein & Partners 888,822 -46% NBA: Where Amazing Happens
4 3 Gillette Shaving Tips From Gillette BBDO, Proximity Canada 514,116 -26% Gillette: Shaving Tips From Gillette
5 8 Cadbury Eyebrow Dance Fallon 329,989 +61% Cadbury: Eyebrow Dance
6 4 Vodafone Make the Most of Now Ogilvy & Mather 329,209 -47% Vodafone: Make the Most of Now
7 7 E-Trade Talking Baby Grey, New York 224,870 -11% E-Trade: Baby
8 6 T-Mobile T-Mobile Dance Saatchi & Saatchi, MediaCom 222,192 -15% T-Mobile: T-Mobile Dance
9 NEW Microsoft Xbox Project Natal World Famous 208,283 NEW Microsoft Xbox: Project Natal
10 NEW Dos Equis The Most Interesting Man in the Universe Euro RSCG 186,400 NEW Dos Equis: The Most Interesting Man in the Universe
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