Evian's Project Live Young shattered all Viral Video Chart view count records this week by generating a staggering 13.8 million views, an increase of over 650% from last week. To put this number into perspective, it more than doubles the aggregate performance of all the other campaigns on the chart this week. (!!) This appears to be the result of a well-orchestrated effort with multiple creative variations each receiving more than one million views. Not surprisingly, the spot featuring precocious animated infants dubbed "Roller Babies" is the most popular on Evian's YouTube user channel.
Beyond French bottled water, Microsoft dominated viral video advertising this week with campaigns featuring Xbox, Microsoft Office 2010, and Internet Explorer, taking third, fifth, and sixth place on the chart, respectively. Microsoft Office's campaign, the new entrant of the three, is a movie trailer for Microsoft Office 2010: The Movie, which looks like it would be a cool movie (an Enemy of the State / Matrix hybrid), if it were real. It will be interesting to watch how this campaign performs as the release date for Microsoft Office 2010 nears.
AXE Body Wash has returned to the chart after a three month hiatus, taking seventh place with nearly 500,000 views. It appears as though the new growth for The Fixers campaign comes from a number of clips uploaded to Heavy.com.
New Campaigns This Week
Besides Microsoft Office 2010: The Movie, Olympus' The Pen Story enters the ranks of the most-watched campaigns this week. The original clip for this campaign is driving the majority of views, though a number of copies have also generated significant viewership. Photographers and creatives should definitely check this one out.
Goodbye for Now
We bid adieu to T-Mobile Dance this week, which had been on the chart for 16 consecutive weeks. Cadbury’s Eyebrow Dance is now the chart's longest standing member, moving into its 17 week with another 360,000+ views, good enough for ninth place.
Top Performing Campaigns for the Week of July 6, 2009
| Rank |
Last Week's Rank |
Brand |
Campaign |
Agency |
Current Week's Views*
|
% Change in Views** |
Watch |
1 |
2 |
Evian |
Live Young |
BETC Euro RSCG |
13,874,771 |
+652% |
|
2 |
1 |
Air New Zealand |
Nothing To Hide |
.99 Auckland |
2,592,615 |
-35% |
|
3 |
4 |
Microsoft Xbox |
Project Natal |
World Famous |
639,868 |
-6% |
|
4 |
5 |
DC Shoes |
Ken Block's Gymkhana Two Project |
Mad Media |
522,754 |
0% |
|
5 |
NEW |
Microsoft Office |
Microsoft Office 2010: The Movie |
Traffik |
504,656 |
NEW |
|
6 |
3 |
Microsoft Internet Explorer |
Browse Better |
Bradley and Montgomery |
499,735 |
-40% |
|
7 |
Back On Chart |
Axe Body Wash |
The Fixers |
Mekanism |
499,452 |
Back on Chart
|
|
8 |
NEW |
Olympus |
The PEN Story |
Kolle Rebbe (note: need to confirm) |
477,869 |
NEW |
|
9 |
8 |
Cadbury |
Eyebrow Dance |
Fallon |
364,876 |
+8% |
|
10 |
7 |
Carl's Jr |
How To Eat A Burger (Portobello Mushroom Six Dollar Burger) |
Initiative, Mendelsohn Zien |
285,577 |
-20% |
|
Source: Visible Measures
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The data used for The Ad Age Viral Video Chart was collected from our Viral Reach Database, a constantly growing video repository of analytic data on 100+ million Internet videos from 150+ video-sharing destinations.
* See our Top Ad Campaigns page for our methodology.
**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 us directly. For more from James O'Connor, follw him @jamesIII.