Take That, iPhone: Verizon's 'Map for That' Ad Goes Viral

What People Watched the Week of Oct. 5, 2009

By Published on .

NEW YORK (AdAge.com) -- The newest debut on the chart doesn't have the trappings of a typical viral spot. It isn't cute or cuddly, it's not an elaborate prank and it doesn't make you ask "How'd they do that?" But Verizon's "There's a Map for That" ad is a cheeky little send-up of another well-known campaign and was compelling enough to snare the No. 6 spot this week.

The campaign, which plays off Apple's ubiquitous "There's an App for That" iPhone ads, touts Verizon's coverage in an effort to exploit what has been iPhone users' most vocal complaint: that the taxed network of AT&T, which has the iPhone exclusive, often fails them. Matt Cutler, VP-marketing and analytics at Visible Measures, which compiles the data for the viral video chart, points out an interesting wrinkle: "The YouTube clip that has attracted the majority of the views for this campaign is a shaky hand-shot video of someone's TV airing the commercial, complete with tinny sound. Did Verizon/McCann miss a big opportunity here by not getting an 'official' professional version of this creative onto YouTube as soon as the campaign launched? Or does it somehow come off as more 'authentic' fan support this way?"

In other news of the chart, Frito-Lay came back with the latest installment in its "A Woman's World" campaign and Trend Micro's "Fearless Web" video jumped up 45% to the No. 2 spot. That makes it three straight weeks on the chart for the anti-virus software maker.

Last Week Brand Campaign Agency Current Week Views* % Change in Views** Watch the Spot
1 1 Evian Live Young BETC Euro RSCG 1,105,265 -26% Evian: Live Young
2 5 Trend Micro Fearless Web Brief Attention Span, Alterseekers, Sharethrough 845,377 +48% Trend Micro: Fearless Web
3 4 DC Shoes Ken Block's Gymkhana Two Project Mad Media 525,857 -2% DC Shoes: Ken Block's Gymkhana Two Project
4 2 Microsoft Xbox Project Natal World Famous 468,438 -43% Microsoft Xbox: Project Natal
5 Back on Chart Frito-Lay A Woman's World OMD, Juniper Park, Jam Media 346,828 Back on Chart Frito-Lay: Woman's World
6 New Verizon Wireless There's A Map For That McCann Erickson 291,224 New Verizon Wireless: There's A Map For That
7 8 Inspired Bicycles Danny MacAskill Trials N/A 254,813 +11% Danny MacAskill Trials
8 6 T-Mobile T-Mobile Dance Saatchi & Saatchi, MediaCom 249,660 0% T-Mobile Dance
9 Back on Chart Microsoft Megawoosh (Make It Possible) MRM Worldwide, Germany 203,357 Back on Chart Microsoft: Megawoosh
10 9 Cadbury Eyebrow Dance Fallon 200,221 -10% Cadbury: Eyebrow Dance
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