Visible Measures Blog

For the royal nuptials, there are no corporate sponsors, but that's not stopping T-Mobile from stealing the show on the web with its brilliant and certainly viral "Royal Wedding" spot.

Royal weddings are a rare occurance. And one as anticipated as Prince William's happens once or twice in a lifetime. To capture the opportunity of the moment, tap into the global excitement, and become part of the conversation, T-Mobile launched a spoof of what a royal wedding dance procession might look like. If you've seen JK Wedding Dance, you'll know where T-Mobile and its agency Saatchi & Saatchi got the idea. 

The upcoming religiously themed action film Priest shot to first place in the Online Film Trailers Chart this week with a sizable 4.3 million views. A new clip uploaded last week by film studio Sony contributed a majority of the film campaign's growth. Paul Bettany stars as the avenging Priest fighting vampires in an alternate world in this film which is set to hit theaters in three weeks.

Now that online video is all grown up, big-budget brands and their agencies tend to dominate the Viral Chart. But they don't own it, not by a long shot.

Rio, the latest in recent animated films is set for release this weekend and surged to the top of the Online Film Trailers Chart. With a 90% gain in views, the film moved up from fifth place the week previous for a total of 3.3 million views. Two original video clips uploaded by film studio Fox were the biggest driver's of the film campaign's overall growth which could indicate a paid promotion to raise audience awareness of the release.

Recall that it was Kraft that had the good sense to step in and hire homeless voice-over artist Ted "Golden Pipes" Williams to a contract soon after YouTube discovered him panhandling by the side of a highway.

Recall that it was Kraft that had the good sense to step in and hire homeless voice-over artist Ted "Golden Pipes" Williams to a contract soon after YouTube discovered him panhandling by the side of a highway.

Rebecca Black has been the Web's latest viral star for over a month now. In early February, the 13 year old from California released Friday, a music video about a teen's excitement for a weekend of “fun, fun, fun” with her friends. Since then, the original video has generated nearly 100 million views and has made Black a national celebrity.

Today we enter a new paradigm in advertising. This is a paradigm where audiences are in control of the advertisements they watch. Not only can they choose which ads they watch, but they can amplify a brand's reach by sharing those ads with friends and family, blasting them across Facebook and Twitter, embedding them on their blogs, copying and reposting them to hundreds of video sites, and more. The result of this activity is called Earned Media, endorsed brand reach – the highest impact views available in online video. Choice is what makes this shift towards Earned Media in advertising possible. We believe the revolution of choice is now.

Source Code hits theaters this weekend and remains in third place on the Online Film Trailer chart with 1.5 million views. The action film starring Jake Gyllenhaal actually decreased in views but only by a mere 1%. Though Source Code did not claim first place on the chart this week, the film has driven over 9 million views cumulatively for an impressive pre launch online audience.

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.