Thirteen different videos reached the top of the Viral Video Chart since its debut in April, and Visible Measures, which compiles the data for the weekly chart, pulled out the 10 most viewed. Marketers that hit No. 1 but didn't have the numbers to make this chart included Carl's Jr., Vodafone and Moveon.org.
Evian, in the top spot, nabbed more than 50 million views of its roller-skating babies; T-Mobile's "Dance" and Microsoft's "Project Natal" both scored more than 20 million views and the remaining campaigns all topped 10 million views.
Among the lessons from this list?
- Viral video is not solely the domain of big-budget brands. While Microsoft was the only marketer to have a pair of spots in this list, Air New Zealand and DC Shoes were right up there as well.
- Visible Measures points out the mix of industries represented on the list: technology, CPG, telecom, sports/entertainment, automotive and travel. So those folks telling you a boring package-food brand can't play in the space? They must not be among the 50 million who viewed Evian's campaign.
- Breaking down the creative, there's a bias toward stunts but also a general sense of light-heartedness. Not all the campaigns were humorous, per se, but they definitely instilled a sense of wonder or invoked a smile.
via adage.com
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