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Evian's Rollerskating Babies Smash Records With 14 Million Views

What People Watched the Week of July 6

by Abbey Klaassen
Published: July 16, 2009

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**
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
9	8	Cadbury	Eyebrow Dance	Fallon	364,876	+8%
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.

2 Comments

By dearadvertising | Toronto, ON July 16, 2009 11:39:44 am:

The equation is simple: Babies + Rollerskates = Viral Success.

I am pretty sure that this can be applied to any and all brands

http://dearadvertisin.blogspot.com/

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By nataliemarion | Ferndale, MI July 16, 2009 11:51:03 am:

Even my friend's grandmother was talking about the Evian babies spot. It truly whisked its way into pop culture!

-Natalie
http://www.nataliemarion.com

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