The Winner of the Pre-Super Bowl Online Ad War Is... Not Even a Super Bowl Advertiser
A online video campaign for Ritz crackers that doesn't even mention the Super Bowl has accumulated more views than any other effort so far, topping those by actual Super Bowl advertisers.
Ritz's "Big Game Snacks" campaign piled up more then 29 million views by the end of the day Thursday, according to Visible Measures, more than videos related to actual Super Bowl buys.
Almost the entire rest of the top 10 list does belong to Super Bowl advertisers, lead by Wix.com, whose "Kung Fu Panda 3" tie-in ad was released on Feb. 3 but preceded by online teases that count toward its total here. No. 3 on the list is Doritos, whose final year of the "Crash the Super Bowl" contest pulls millions of people to view and vote on finalists.
But No. 6 Sam's Club, not a Super Bowl advertiser, has also found a way to attach itself to the event.
These aren't necessarily organic, consumer-initiated views, of course. This chart counts videos that play as advertising as well.
Ad Age's Viral Video Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.
Note: This analysis includes all publicly available video views on branded video content. This chart does not include movie trailers, video game campaigns, TV show, or television network promotions. View counts are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming social video ad campaign, please contact Visible Measures directly.