Corning Shatters Viral Ceiling With Futuristic Glass Video
Not often a corporate video tops the Viral Video Chart, but Corning's "Day Made Of Glass," a vision of futuristic technologies made possible by the company that makes the bulletproof "Gorilla Glass" in iPhones and iPads, did just that with more than 6 million views last week alone.
The video imagines a world where pretty much everything is made of this stuff, meaning touchscreen bathroom mirrors, kitchen counter tops, tables, windows, street signs -- you get the picture. I'd say we're surprised, except Corning's agency, Doremus, told us a few weeks ago this would be the case when it pitched us on the "exclusive" about a "corporate film that's making YouTube history," including all the coverage it received in Wired, Gizmodo, several Android forums and Awesomer.
Doremus also pointed out that it's breaking a lot of the so-called rules of viral video in that its not short (six minutes), it's not funny, its not a repurposed Super Bowl ad, its not at all catchy, goofy or "seeded to through the late-night talk-show circuit." All true. We'll add some more: It has zero cute babies, lol cats, crotch shots, lingerie models or Katy Perry. Adidas has Katy Perry and the No. 2 viral ad this week.
This is how Doremus explains its success:
"A Day Made Of Glass" resonates with audiences on several levels. It depicts dad, mom, two school-aged daughters and grandma as they go through their day, from home to car to work and beyond, using the futuristic technologies that create a seamless and easier lifestyle ... all made "real" thanks to the vision of Corning glass and its scientists.
The video racked up 7.4 million views in its first month -- pretty good by any measure. But it spiked last week, gathering 6.4 million views. Surges can be driven by paid spots or a few healthy blog links; we suspect both are at play here.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Corning||A Day Made of Glass||Doremus||6,320,518||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.
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