Nike, Frito-Lay Can't Disrupt Evian's Viral-Video Dominance
What People Watched the Week of July 27
NEW YORK (AdAge.com) -- Is it a good day when your skateboard gets run over by a car? Only, apparently, if you're pro skaker Paul Rodriguez (aka P-Rod), the car is driven by Ice Cube and the soundtrack is his '90s classic "Today Was a Good Day." The Nike SB (that would be skateboarding) effort and Frito-Lay's "A Woman's World" campaign are the fresh videos on this week's chart, which was still dominated by Evian's rollerskating babies.
The Nike SB work is the only debut on the chart this week, securing the No. 6 spot with 221,000 views; helping it, suggested Visible Measures, which compiles the chart each week, were the release of various additional and behind-the-scenes assets. Meanwhile, Frito-Lay's "Woman's World" effort returned the chart (it originally made its debut in May), thanks to "Jeans," the latest video in the "Woman's World" series. Visible Measures pointed out that "Jeans," which launched July 21, benefited from YouTube-home-page placement.
And for all those keeping track at home, it's Cadbury's 20th week in a row on the chart. When will people tire of the "Eyebrow Dance"?
| Last Week | Brand | Campaign | Agency | Current Week Views* | % Change in Views** | Watch the Spot | |
|---|---|---|---|---|---|---|---|
| 1 | 1 | Evian | Live Young | BETC Euro RSCG | 3,623,795 | -32% |  |
| 2 | Back on Chart | Frito-Lay | A Woman's World | OMD, Juniper Park, Jam Media | 544,801 | Back on Chart |  |
| 3 | 3 | Microsoft Xbox | Project Natal | World Famous | 510,705 | -20% |  |
| 4 | 4 | DC Shoes | Ken Block's Gymkhana Two Project | Mad Media | 370,019 | -9% |  |
| 5 | 5 | Cadbury | Eyebrow Dance | Fallon | 306,232 | +4% |  |
| 6 | New | Nike SB | Today Was a Good Day | Wieden & Kennedy | 221,412 | New |  |
| 7 | 6 | Air New Zealand | Nothing to Hide | .99 Auckland | 208,096 | -8% |  |
| 8 | 8 | T-Mobile | T-Mobile Dance | Saatchi & Saatchi, MediaCom | 204,788 | 0% |  |
| 9 | 2 | Dropthe weapons .org |
A Different Ending | MCBD, MediaCom | 189,924 | -75% |  |
| 10 | 9 | Carl's Jr. | How to Eat a Burger (Portobello Mushroom Six Dollar Burger) | Initiative, Mendelsohn Zien | 187,337 | -4% |  |
|
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. |
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An intended viral launched has the most chance to be successful if it follows these steps:
1) The creator of the intended viral knows to whom the message should be send, by doing online research to identify networks and opinion leaders, track their behaviour and receive permission to contact them.
2) The intended viral is created with the right aim towards the right target group, focused on the right gender, while being cultural aware of a global audience. The message send to this target group includes Mavens / E-Fluentials / Opinion leaders who contribute in making the message go viral.
3) The intended viral should contain a message that connects with the reader and triggers him/her to forward the email, for various reasons; the message is important or will be perceived to be of interest to the potential receiver, thus making the sender have a positive emotion while forwarding the message.
4) The message will connect best to the reader if it is aligned to the right emotion that makes the context of the message have the most impact. This emotion being preferable surprise with either the emotion joy, sadness, anger, fear or disgust.
5) Surprise implies that the message has new context, is remarkable/unique, is refreshing and therefore creates new food for thought and so has Word of Mouth potential.
6) It should be made as easy as possible to forward the message, any threshold is one too many. Once the message has gone viral it could last for a long time and build further on established Word of Mouth.
7) The creator of the viral should follow the viral (and have the right tools to do so), guide its spreading by giving new bursts by seeding the viral in new communities along the way and encourage publicity.
8) The creator should openly interact with receivers and forwarders (i.e. blogs) regarding the context of the message or the underlying product/service/brand/etc, thus feeding the viral with new life.
9) A viral is successful if it reaches a significant audience that connects with the viral, acts on the message of the viral and as a result reacts to the product/service/brand by creating more awareness and/or sales, therefore delivering tangible, measurable and ongoing brand benefits.
10) When connected to the consumer, it is key to maintain an intriguing, trustful and transparent communication. Meanwhile creating a basis for permission based marketing for future endeavours.