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|
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.