NEW YORK (AdAge.com) -- Hold on to your hat -- and maybe your stomach, too. There were no tripods involved in the filming of the wild Sony video that debuted in the 10 spot, featuring a mash-up of a pickup soccer game and a bullfight.
The spot works, according to Matt Cutler of Visible Measures, which compiles the chart, because "the tricks performed, crossed with the level of danger involved, creates the immediate 'Did they really do that!?!!' response, which has long been associated with viral-video success. The rational part of my brain knows there's no way this could be reasonably pulled off, but the camera work makes everything look rather convincing." What's the point of the video? It promotes Sony's Sept. 22 "Twilight Football" event, which itself promotes Sony's low-light-capable cameras.
In other moves, the promo for Smule's "I Am T-Pain" auto-tune iPhone app turned up in the No. 7 spot and Evian's Rollerbabies were finally knocked off the top spot by DC Shoes' Gymkhana 2 project.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||3||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||1,354,443||178%|
|2||1||Evian||Live Young||BETC Euro RSCG||1,087,884||-2%|
|3||5||Microsoft Xbox||Project Natal||World Famous||413,099||-9%|
|4||Back on chart||HP||You On You||Creative i||403,574||165%|
|5||2||Microsoft||Megawoosh (Make It Possible)||MRM Worldwide, Germany||318,899||-55%|
|6||8||Inspired Bicycles||Danny MacAskill Trials||N/A||316,510||27%|
|7||New||Smule||I Am T-Pain||N/A||267,354||New|
|8||4||Rhapsody||Jay-Z Music Without Borders||Droga5||260,766||-45%|
|9||Back on chart||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||198,039||Back on chart|
|10||NEW||Sony||Twilight Football||Dare Digital||197,996||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.