NEW YORK (AdAge.com) -- Evian is a story in itself this week -- up 652% to notch almost 14 million views, smashing all previous No. 1 records. It's generated buzz for its cuteness factor, its weirdness factor and, as Visible Measures pointed out, for having multiple creative iterations, many receiving more than 1 million views each.
But what shouldn't be missed amid all the buzz about babies is how much video has become a part of Microsoft's digital-marketing strategy, with three campaigns for three separate products making the Viral Video Chart this week. The "Project Natal" trailer remains on the chart, in the No. 2 spot, but it's joined by "Microsoft Office 2010: The Movie," which made its debut in the No. 5 spot. The two-minute trailer ("Winner of the Redmond Local Film Festival," it touts) is an Office-themed spoof on, well, pick your favorite Michael Bay film. The third Microsoft campaign is home to the controversial "Puke" video and pushes Internet Explorer 8.
Also new this week: Olympus's nostalgic "The Pen Story" campaign. And, as the folks at Visible Measures pointed out, Cadbury's "Eyebrow Dance" has officially outlasted T-Mobile "Dance" to become the only campaign to maintain its top-10 presence since Ad Age started publishing the Viral Video Chart in April.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Evian||Live Young||BETC Euro RSCG||13,874,771||+652%|
|2||1||Air New Zealand||Nothing to Hide||.99 Auckland||2,592,615||-35%|
|3||4||Microsoft Xbox||Project Natal||World Famous||639,868||-6%|
|4||5||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||522,754||0%|
|5||New||Microsoft Office||Microsoft Office 2010: The Movie||Traffik||504,656||New|
|6||3||Microsoft Internet Explorer||Browse Better||Bradley and Montgomery||499,735||-40%|
|7||Back on Chart||Axe Body Wash||The Fixers||Mekanism||499,452||Back on Chart|
|8||New||Olympus||The PEN Story||DSG||477,869||New|
|10||7||Carl's Jr.||How to Eat a Burger (Portobello Mushroom Six Dollar Burger)||Initiative, Mendelsohn Zien||285,577||-20%|
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.