Adding Spice to the viral rankings
Top branded viral video of the month of July? Easy, that would be Old Spice: Questions, of course, featuring the man you could smell like, Isaiah Mustafa, in a clip which spawned a rapid score of follow-ups. So, take a bow Wieden + Kennedy.
“Altogether, 186 realtime customized video responses were created and posted on Old Spice’s YouTube channel – many of the videos have created views ranging from 100,000 to more than a million,” says GoViral Network, provider of the July Top 10 viral video rankings.
The guy you could smell like ensured that the guy who walks across America ended up in second place. You see, in this campaign, we have a man strolling from New York to San Francisco.
“The production agency [Conscious Minds] and video director pitched the concept of the video to Levi’s, who then bought into the idea and provided free product and sponsorship funds,” says GoViral. “This may explain the very low Levi’s branding in the video.”
Dentyne picked up third spot, with intertainers Rhett & Link engaging in a battle of the rappers to win over the waitress in a diner.
“Viewers watching the entire four-and-a-half-minutes will learn that the efforts pay off at the end,” says GoViral. “On their blog, Rhett & Link ask viewers; who they think won the rap battle? How they think the story should continue? And if they tried calling Tiffany’s – the waitress’ – phone number.”
OK, just seven more viral videos to go for the Top 10… best head to GoViral for the entire show.
Sabine Stork, founding partner, Thinktank International Research: Can other videos even smell like Old Spice? We don’t think so…
