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