NEW YORK (AdAge.com) -- Wieden & Kennedy held on to three of the top four spots last week, with its Tiger Woods ad for Nike firmly in second place. A closer look, however, reveals that of the 2.3 million Tiger views for the week, 1.3 million or 60% were for the derivative, or lampoon ads.
More surprisingly, this percentage is a rise over the life of the campaign. Of the 11.2 million total Tiger views so far, 5.7 million or 51% were parodies, which means the spoofs are driving the views. Simply put, it's more fun to watch people making fun of Tiger than it is to watch, well, Tiger.
It also shows that while a video that goes viral can give you reach, it often means the message gets changed along the way. Indeed, that's part of Nike's strategy, as Nike VP of digital Stefan Olander explained in a post Thursday on YouTube's Biz Blog: "Imitation is the sincerest form of flattery. We love when people engage and participate in the storytelling. Any confident brand should be."
Nike (and Wieden) may fare better next week if this clip makes the charts. The rest of the ads are either hold-overs or ads making a return to the list. One exception is No. 7 for Nitro Boats, which benefited from TV promotion on Outdoor Channel.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||1||Old Spice||Odor Blocker||Wieden & Kennedy||3,327,366||-54%|
|2||2||Nike||Earl and Tiger||Wieden & Kennedy||2,305,863||-64%|
|3||3||Evian||Live Young||BETC Euro RSCG||1,238,960||-24%|
|4||4||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||864,799||-40%|
|5||8||Microsoft||Xbox Project Natal||World Famous||538,271||-24%|
|7||New||Nitro Boats||Boat vs. Girlfriend||N/A||487,590||New|
|8||Back on Chart||Sussex Safer Roads Partnership||Embrace Life||Director: Daniel Cox||402,033||Back on Chart|
|9||5||E-Trade||E-Trade Super Bowl 2010||Grey||373,879||-71%|
|10||10||DC Shoes||Gymkhana Two||Mad Media||371,644||-19%|
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.