K-Swiss MFCEO Kenny Powers Battles Justin Timberlake for Video Views
It's tough to avoid Justin Timberlake these days, and not just because he's neck-deep in an obligatory promotional blitz for his new movie, "Friends With Benefits." The singer/actor/"Saturday Night Live" guest star extraordinaire is also hamming it up in an extraordinarily unfunny spot for Capital One, "I Love Sports."
It turns out funny or even watchable isn't a requirement for Mr. Timberlake, who dominated the Viral Chart last week with 2.7 million views, and crushing the very funny and totally watchable Kenny Powers (played by actor Danny McBride), who has supposedly just taken over as the MFCEO of K-Swiss. (Too bad Kenny couldn't just fire Mr. Timberlake, since he's so busy changing the sports world, as well as the "world-world.")
Mr. Timberlake is still as close as it comes to a sure thing in video -- and I'm not just talking about his "SNL" digital shorts, including "Dick in a Box" with Andy Samberg, which to date have earned more than 53 million views. He has never made an appearance on the viral chart before, but his "The Celebrity Experts" series with Peyton Manning for Sony has earned more than 3 million views to date.
But if you're looking for entertainment, you're better off skipping to No. 2 on the chart and then heading over to YouTube to watch all 15 videos in the K-Swiss' Kenny Powers series. His sweeping, corporate changes and profanity-fueled escapades feature cameos by mixed-martial-arts stars Jon "Bones" Jones and Urijah Faber, Olympian Josh Cox, "Biggest Loser" trainer Jillian Michaels and NFL quarterback Matt Cassel. (Even Hollywood super-director Michael Bay makes a self-deprecating appearance.) Still, it wasn't enough to even trail Mr. Timberlake's opus, debuting this week at No. 2 with 1.69 million views.
Also new on the chart, Samsung's visually arresting new spot "Unleash Your Fingers" debuted this week at No. 10 with just less than 640,000 views, followed by Apple's "If you Don't Have an iPhone," which earned 693,000 since its launch last week (and joining a demo video for Google+). Also making its debut is Ballentine's "Leave an Impression," depicting the application of the world's first animated tattoo, which wrangled an impressive 802,000 views.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Capital One||I Love Sports||N/A||2,730,197||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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