Old Navy Joins Volkswagen on Viral Chart
It's been a week of viral video turnover, with some new inductees (and a sole Super Bowl survivor) rounding out the most-viewed ads on the web.
Old Navy's new mini-music video approach with its Old Navy Records campaign is a hit, debuting at the top of the viral video chart with 1.9 million views, according to Visible Measures. Its bubbly "Super C-U-T-E" ad accounts for most of this exposure, though the campaign also features a version in Spanish (but otherwise identical).
Though any Super Bowl buzz is officially history, one spot is still clinging to the plumb No. 2 position. Volkswagen's "The Force" -- one of the more memorable ads that appeared during the game last month -- has racked up more than 45 million views to date (with 1.5 million of those this past week alone) and is the last spot from the Super Bowl to remain on the chart. Still, it is slowly losing steam, dropping by 9% in weekly incremental views since last week.
Other new spots included Apple's "Introducing iPad 2" campaign, Crevendale's uncanny "Cats With Thumbs," Armani's spring-summer 2011 ad featuring a seductive Megan Fox and the American Cancer Society's "Birthday Remix" spot, which features hit-magnet Justin Bieber. These four spots accrued more than 4 million views collectively.
Meanwhile "The Old Spice Man Is Back" continues to inch its way up the chart, landing at No. 3 with 1.2 million views, up 110% from last week.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Old Navy||Old Navy Records||Crispin Porter & Bogusky||1,913,962||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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