In the last few years, we've seen hundreds of Super Bowl campaigns in online video, spanning all creative approaches, from taking advantage of celebrity affinities, to using sex appeal and humor. However, there's one thing the Top 10 most-watched Game Day campaigns have in common: compelling content. And we know that when a brand has compelling content, audiences return online to watch their favorite game day spot again and again.
So in honor of Super Bowl Sunday, we compiled a list of the Top 10 most viral Super Bowl campaigns of all time. To create the list, we looked at every Super Bowl campaign launched over the past few years*. Each campaign is measured by True Reach, which means we look at the performance of the original videos released by the brands, as well as the clips uploaded by audiences across the web.
Volkswagen's 2011 spot, The Force, was a blockbuster hit in 2011, and continues to be the most-watched game day campaign with 77.9 million views -- over 20 million views more than any other Super Bowl campaign. The heart-warming spot has inspired more than 550 copies and related content - speaking to the virality of the campaign.
Doritos has used a tried-and-true technique over the last three years, launching its Crash the Super Bowl contest, which has generated millions and millions of views. Doritos shows that sometimes, when brands let go of control and give back to their fans and audiences, the payoff can be huge. Crash The Super Bowl campaigns from 2010, 2011, and 2012 all make the cut, coming in second, fifth, and sixth, respectively, and all collecting more than 25 million views.
E*TRADE's iconic talking babies also make the list twice - one campaign from 2009, and another from 2010. The financial brand hit a chord with audiences in 2009, and as time marches on, the babies continue to perform well in online video.
Also to make the Top 10 are M&M's, Volkswagen for last year's The Dog Strikes Back, Honda, and Chrysler.
Which Super Bowl campaign is your favorite? Let us know in the comments section below!
The Most-Watched Super Bowl Campaigns of All Time
| Rank | Brand | Campaign | Agency | True Reach | Super Bowl |
Watch
|
|---|
|
1
|
Volkswagen
|
The Force
|
Deutsch Los Angeles
|
77,904,334
|
2011
|
|
|
2
|
Doritos
|
Crash The Super Bowl 2010
|
Goodby Silverstein & Partners
|
54,506,245
|
2010
|
|
|
3
|
M&M's
|
Just My Shell
|
BBDO New York
|
48,539,285
|
2012
|
|
|
4
|
Volkswagen
|
The Dog Strikes Back
|
Deutsch Los Angeles
|
41,890,370
|
2012
|
|
|
5
|
Doritos
|
Crash The Super Bowl 2011
|
Goodby Silverstein & Partners
|
40,743,856
|
2011
|
|
|
6
|
Doritos
|
Crash The Super Bowl 2012
|
Goodby Silverstein & Partners
|
27,589,940
|
2012
|
|
|
7
|
E*TRADE
|
E*TRADE Baby 2010
|
Grey New York
|
27,283,655
|
2010
|
|
|
8
|
Honda
|
Matthew’s Day Off
|
RPA
|
26,242,710
|
2012
|
|
|
9
|
Chrysler
|
Imported From Detroit
|
Wieden + Kennedy Portland
|
25,800,964
|
2011
|
|
|
10
|
E*TRADE
|
E*TRADE Baby 2009
|
Grey New York
|
23,353,003
|
2009
|
|
*Campaigns before 2009 had less impact online. Even Apple's iconic 1984 Super Bowl ad only has 15 million views.
