Heineken Shows Web Correct Way to Enter a Party
NEW YORK (AdAge.com) -- The "Most Interesting Man in the World" has met his match. Well, not really (that's impossible) but Heineken's "The Entrance" is the cornerstone of a new web campaign from Weiden & Kennedy that topped the Viral Chart last week with more than 2 million views.
The 90-second video, featuring a man with over-the-top timing and grace, is supported by several others that give humorous back stories to the scene: "Kung Fu Comback," "The Man with the Eye Patch," "The Perfect Gift" ... you get the idea.
Also new to the chart is another spot, or more accurately a mini-movie, for Lego called "Brick Thief," a sequel of sorts to "Lego Cl!ck" launched almost exactly a year ago, and also created by Pereira & O' Dell. Maybe it's me, but these videos seem incredibly high-budget for something made for the web, a sign of the growing importance of this kind of brand marketing.
The third newcomer was National Geographic Magazine's "7 Billion," a three-minute video promoting a year-long project on global population growth.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||New||Heineken||The Entrance||Wieden & Kennedy||2,084,195||New|
|2||3||Evian||Live Young||BETC Euro RSCG||937,519||+2%|
|3||1||Excentric||The Digital Story of the Nativity||N/A||866,465||-61%|
|4||5||DC Shoes||Gymkhana Three||In-house||851,019||+64%|
|5||New||Lego||Brick Thief||Pereira O' Dell||746,243||New|
|6||4||Blendtec||Will it Blend?||In-House||734,789||-5%|
|7||2||Old Spice||The Man Your Man Could Smell Like||Wieden & Kennedy||726,548||-36%|
|8||6||Old Spice||Responses||Wieden & Kennedy||599,475||-13%|
|9||New||National Geographic||7 Billion||N/A||502,377||New|
|10||10||DC Shoes||Gymkhana Two||In-house||491,490||-5%|
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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