NEW YORK (AdAge.com) -- Thirteen different videos reached the top of the Viral Video Chart since its debut in April, and Visible Measures, which compiles the data for the weekly chart, pulled out the 10 most viewed. Marketers that hit No. 1 but didn't have the numbers to make this chart included Carl's Jr., Vodafone and Moveon.org.
Evian, in the top spot, nabbed more than 50 million views of its roller-skating babies; T-Mobile's "Dance" and Microsoft's "Project Natal" both scored more than 20 million views and the remaining campaigns all topped 10 million views.
Among the lessons from this list?
- Viral video is not solely the domain of big-budget brands. While Microsoft was the only marketer to have a pair of spots in this list, Air New Zealand and DC Shoes were right up there as well.
- Visible Measures points out the mix of industries represented on the list: technology, CPG, telecom, sports/entertainment, automotive and travel. So those folks telling you a boring package-food brand can't play in the space? They must not be among the 50 million who viewed Evian's campaign.
- Breaking down the creative, there's a bias toward stunts but also a general sense of light-heartedness. Not all the campaigns were humorous, per se, but they definitely instilled a sense of wonder or invoked a smile.
| Brand | Campaign | Agencies Involved | True Reach (All Time) | Average True Reach Per Week | Launch Date | Watch the Spot | |
|---|---|---|---|---|---|---|---|
| 1 | Evian | Babies / Live Young | BETC Euro RSCG | 55,493,134 | 2,642,530 | 07/01/09 |  |
| 2 | T-Mobile | T-Mobile Dance / Life's for Sharing | Saatchi & Saatchi; Mediacom | 26,464,846 | 588,108 | 01/16/09 |  |
| 3 | Microsoft | Xbox / Project Natal | World Famous | 22,904,848 | 916,194 | 06/01/09 |  |
| 4 | DC Shoes | Gymkhana Two | Mad Media | 16,651,437 | 666,057 | 06/01/09 |  |
| 5 | Nike | Basketball / Most Valuable Puppets | Wieden & Kennedy | 14,869,221 | 531,044 | 05/14/09 |  |
| 6 | Samsung | LED TV / Extreme Sheep LED Art | The Viral Factory | 13,369,978 | 371,388 | 03/16/09 |  |
| 7 | NBA | Where Amazing Happens | Goodby Silverstein & Partners | 12,363,884 | 343,441 | 03/19/09 |  |
| 8 | Volkswagen | The Fun Theory | DDB | 12,176,548 | 1,739,507 | 10/07/09 |  |
| 9 | Microsoft | Megawoosh | MRM Worldwide, Germany | 11,248,109 | 703,007 | 08/03/09 |  |
| 10 | Air New Zealand | Nothing to Hide | .99 Auckland | 11,053,867 | 381,168 | 05/07/09 |  |
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.
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