NEW YORK (AdAge.com) -- How to illustrate the dangers of a computer virus and your hard drive? How about using a raw chicken and Dokken, the '80s hair band.
It worked for Norton, the antivirus software maker, which debuts in the No. 4 spot on this week's viral video chart. (In the video, Dokken is the "chicken-hating computer virus and your hard drive an unsuspecting chicken," explains the YouTube description.) While it appears to be one of those new, interactive, choose-your-own-adventure-style spots, it's not. In this campaign there's only one finale: say goodbye to chicken. [Update: We have been told you can actually let the chicken live, as long you view the spot on everyclickmatters.com.] Asks Matt Cutler, VP-marketing and analytics at our data partner Visible Measures: Is it so bad it's good?
Other notables include another Microsoft video to hit the chart, this time for Zune HD. No other marketer has had the breadth of videos on the chart that Microsoft has. One reason, suggests Mr. Cutler, is that the tech blogs seem to be big viral-video traffic drivers.
The one video we're surprised hasn't made the chart until now, if for no other reason than its sheer shock factor, is Bud Light Lime's "Canned Confessions" spot. As we put it earlier this month, A-B and DDB have now explored "the final frontier of tasteless beer ads."
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Evian||Live Young||BETC Euro RSCG||1,018,869||-6%|
|2||1||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||794,122||-41%|
|3||3||Microsoft Xbox||Project Natal||World Famous||392,781||-5%|
|4||New||Norton||Internet Security 2010||Leo Burnett, Chicago||277,637||New|
|5||10||Sony||Twilight Football||Dare Digital||273,783||+38%|
|6||6||Inspired Bicycles||Danny MacAskill Trials||N/A||263,134||-17%|
|7||New||Microsoft ZuneHD||Portable Perfection||N/A||244,898||New|
|8||9||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||243,805||+23%|
|9||New||Bud Light Lime||Canned Confessions||DDB||237,289||New|
|10||Back on Chart||Cadbury||Eyebrow Dance||Fallon||233,123||Back on Chart|
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.