Mustafa-vs.-Fabio Duel Bounces Old Spice to Top of Viral Chart
New Old Spice Guy Fabio is spicing things up all right -- the deodorant's newest campaign drove straight in at No. 1 on Visible Measures' viral video chart with 3.5 million views. Having since been challenged to a duel by old Old Spice Guy Isaiah Mustafa, the brand is sure to see a huge rise in views by next week, fueled by the promoted tweets the company is sending out to increase viewer interest. FYI, we're voting #teammustafa.
A new "social-film" campaign launched by Intel and Toshiba aims to integrate social media into film by inviting viewers to participate in the story via Facebook. The film, directed by Disturbia's D.J. Caruso, features Emmy Rossum trapped in a windowless room with only her Intel-powered Toshiba laptop for communication with the outside world (that 's you). A recognizable face and interactive format helped drive the campaign to the No. 2 spot on the chart with more than 2 million views.
Popchips was the final new entrant on the chart, taking the No. 10 spot with more than 500,000 views, no doubt due to its featuring an exclusive interview with pop singer Bruno Mars.
Evian hit its 100th week on the chart with its "Live Young" campaign, with an 87% increase in views taking it up to the No. 3 spot. Dirt Devil remains firmly ensconced in the top five, and Old Navy's insufferable "Super C-U-T-E" campaign featuring a Kim Kardashian look-alike is back on the chart at No. 5 with 700,000-plus views. K-Swiss's MFCEO Kenny Powers' "genius ways" didn't hold up for long, with a 63% decline in views, dropping the campaign down to No. 7 from its No. 2 spot last week.
Google gets two videos on the chart this week, with its Google+ campaign still holding on in the top 10 at No. 9, and the Chrome "Web Is What You Make of It" campaign featuring Lady Gaga back on the chart this week.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Old Spice||New Old Spice Guy Fabio||Wieden & Kennedy||3,558,481||New|
|2||New||Intel, Toshiba||Inside||Pereira & O' Dell||2,079,550||New|
|3||7||Evian||Live Young||BETC Euro RSCG||1,409,696||87%|
|4||3||Dirt Devil||You Know When It's the Devil||Filmakademie Baden-Wurttemberg||1,124,712||-19%|
|5||Back on chart||Old Navy||Old Navy Records||Crispin Porter & Bogusky||726,905||Back on Chart|
|6||Back on Chart||Blendtec||Will it Blend?||In-House||653,021||Back on Chart|
|7||2||K-Swiss,Foot Locker||CEO Kenny Powers||72andSunny||634,089||-63%|
|8||Back on Chart||The Web Is What You Make Of It||BBH;Google Creative Labs||570,591||Back on Chart|
|9||8||The Google+ Project||N/A||553,383||-21%|
|10||New||Popchips||See Bruno Mars Live in Vegas||Zambezi||532,987||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.
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.