World Wildlife Fund's 'Earth Hour' Spot Joins Viral Video Chart
A cheeky new minute-long spot promoting last Saturday's worldwide "Earth Hour 2011" made a surprise appearance on the Viral Video Chart at No. 8. The spot, produced for the World Wildlife Fund, was one of two surprises the chart produced this week from Leo Burnett.The second, coming in at No. 10, is an obscure but inspirational short film "Make THE Difference," produced by Leo Burnett for Thai Military Bank. The spot, which tells what's billed as a true story about how a group of kids on a floating village on an island in the south of Thailand built their own soccer pitch out of collected wood and went on to compete in championships. It garnered 678,000 views this week.
The top two spots were occupied by Adidas' star-studded "All In" montage and SunDrop soda's groovy "Drop It," both newcomers last week, with 1.96 million and 1.42 million views, respectively. Wieden & Kennedy's "Return of the Man Your Man Could Smell Like" took the No. 3 spot, with 998,000 views (it's sixth week on the chart, and up three spots this week, but also down 8% in total views from last week), followed directly by its own parody in Blendtec's "Will It Blend?" at No. 4, with 925,000 views.
Views of Corning's futuristic "A Day Made of Glass" slipped by a dramatic 88% since its debut, knocking it down to the No. 7 spot with 776,000 views (a number still remarkable for a video not expressly intended for general audiences). Volkswagen's "The Force," the last of its Super Bowl ilk to hold a Top 10 spot, actually garnered 15% more views this week than last, climbing to a secure foothold in the No. 9 position with 706,000 views.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||2||Adidas||All In||Sid Lee||1,966,412||-38%|
|2||4||SunDrop||Drop It||MTV Scratch||1,426,253||+15%|
|3||5||Old Spice||Old Spice Man is Back||Wieden & Kennedy||998,110||-8%|
|4||7||Blendtec||Will It Blend?||In-house||925,635||+1%|
|5||8||Evian||Live Young||BETC Euro RSCG||870,073||+11%|
|6||6||Old Navy||Booty Appreciation Patrol||Girardville Miners' Cooperative||805,405||-19%|
|7||1||Corning||A Day Made of Glass||Doremus||776,000||-88%|
|8||New||WWF||Earth Hour 2011||Leo Burnett||749,633||New|
|10||New||Thai Military Bank||Make THE Difference||Leo Burnett||678,501||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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