2007 was the year that viral became truly ensconced in the mainstream marketing mix. And YouTube, whilst not a scientific measure of effectiveness, certaily became the platform of choice for distribution.
The following ten films share the accolade of being the most viewed branded virals on YouTube through last year, according to viral marketing agency Go Viral. Nine of the ten are advertisements, either ending up on YouTube because they are great TV ads or as a true viral element of a wider campaign. And amongst them we find an eclectic mix of films for vodka, surf gear and food blenders, led by a Gorilla air-drumming in the name of Cadbury's chocolate.
The overall lesson we can take away from all these examples is, unsurprisingly, that good branded content is challenging, disruptive and entertaining, just like good TV ads. Unlike TV, however, the lower production values that many of them possess are a deliberate ploy to lend an authentic feel.
1. Cadbury - Gorilla Drummer (5m+ views)
Launch: August 2007
Agency: Fallon
Although officially launched as a TV commercial, the Cadbury's Gorilla quickly found its way online. The combination of a simple idea and great attention to detail make this an execution that won repeat viewing and inspired countless re-edited versions with other music tracks.
2. Smirnoff - Green Tea Partay (3.4m views)
Launch: August 2007
Agency: JWT, New York
Smirnoff's "Green Tea Partay" stands apart from many of the others in this list because it's a music video. Specifically, it's the west coast boys' reply to the vodka brand's successful and much talked about 'East coast rap' in 2006.
3. Ray-Ban - Catch Sunglasses (3.2m views)
Launch: May 2007
Agency: Cutwater
This combination of authenticity and entertainment is part of a wider integrated campaign for Ray-Ban in the US, created with a true understanding of its role and environment. It also sparked a lot of user generated content.
4. Blendtec - Will it Blend? (iPhone film) (2.7 m views)
Launch: July 2007
Agency: In-house
A viral more typical of the genre. 'Will it blend? is a question posed and answered by Blendtec CEO Tom Dickson, who feeds a range of items into his blender including the new Apple iPhone. The film series as a whole has attractived 20m+ views.
5. Lynx/Axe - Bom chicka wah wah (2.6 million views)
Launch: May 2007
Agency: BBH, Copenhagen
This is yet another clever idea from a brand that really understands how to exploit viral to its full potential. The "Bom chicka wah wah" girls form part of a larger integrated campaign (including TV, online and I-Tunes) led by several clips and a music video.
6. Wilkinson - Fight for Kisses (2.4m views)
Launch: September 2007
Creative: Akama
"Fight for kisses" was launched as a TV and online campaign promoting Wilkinson's QuattroTitanium razors and blades. The extended online ad is a rather disturbing execution and a far cry from the normal creative treatment in this sector.
7. Quiksilver - Dynamite Surfing (1.9 m views)
Launched: February 2007
Agency: Saatchi, Copenhagen
The Dynamite Surfing viral brilliantly captures the obsession of the wave, and has proved hugely successful amongst the surfing community and a broader audience. This execution can only further strengthen the credibility of the Quiksilver brand amongst surfing aficionados.
8. Mentos and Carlsberg Experiment (1.3m views)
Launch: July 2007
The original Mentos and Coca Cola experiment was one of the most talked about virals of the year and is much copied. This version cleverly uses the anticipated hype of the original to great effect and, just like its forerunner, neither Mentos or Carlsberg produced it.
9. Snickers - Get Some Nuts (1.3m views)
Launch: April 2007
Agency: AMV BBDO
This made-for-TV ad quickly found its way online. It establishes cult character "Mr. T" from the popular 1980s TV series, The A-Team, as the new spokesperson for Snickers.
10. Dove - Campaign for Real Beauty (1m views)
Launch: October 2007
Agency: Ogilvy Toronto/Vancouver
Dove's global "Campaign for Real Beauty" manifesto has become a benchmark for corporate social responsibility. The online debate (part of a much larger multimedia campaign) was started with the ubiquitous Evolution viral. The 'Onslaught' creative here is based on the fact that half of girls aged 8-10 years worry about their appearance.
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