Which brands scored big in branded viral videos this year?
On the heels of our Top 10s in Augmented Reality, 3D Projection, Mobile Marketing, Digital Outdoor and Social Media, we've put together our list for this catagory - and once again flirt with controversy for leaving out a certain elephant in the room.
That elephant: Kony 2012. With 96.4 million views, it is by far the most viral video of the year, if not ever. But we aren't covering cause related virals here. This list is strictly brand territory. And on that front, while many of our picks were indeed viral sensations, we're not choosing them based on views. Rather, it's a list of our favorites here at GEN WOW.
Hey, it's a personal thing. Let us know if you agree, or if not, what virals would make your list.
10. Procter & Gamble: Thank You Momma - The Best Job in the World
Being a mom is an Olympian task, after all. Gets you right there.
9. Red Bull: Fearless Felix Baumgartner - 'Stratos'
The pre-roll to the stunt of the year - and the second only to Kony for fastest video to reach 50 million views.
8. DC Shoes: Gymkhana - San Francisco
Anyone who's ever driven... Read more
P&G is responding to Wall Street's insatiable desire for growth by reinventing some of its most famous brands. You can now get your car washed at a Mr. Clean Car Wash in a select test market near you. Or you can get that ketchup stain out of your shirt with Tide... Tide Dry Cleaners.
Is this a good idea?
Major brands like Procter & Gamble (Head & Shoulders), Nabisco (Ritz), ABC and Warner Brothers (for the release of Woodstock on DVD) are doubling video interaction rates with Tremor's V-Choice video ad platform. Back in June, AdWeek reported the platform showed "heavy engagement potential," and now there are some campaigns and numbers backing it up.
What's so special about V-Choice? The platform gives advertisers a simple way to create user-driven video advertising experiences. With V-Choice ads, users can pick their own commercial, dig deeper for more video (without leaving the player) or guide the video narrative.
So what? It's an alternative to standard pre-roll (re-purposed made-for-TV footage), which "has grossly under-delivered on the promise of online interactivity and engagement," said iMedia Summit content director Daisy Whitney, who delivered a presentation on interactive video at this week's Breakthrough Summit.
Compared to standard pre-roll, ads built on the V-Choice platform are returning 115 percent higher clickthroughs, 5 percent higher completion rates and 140 percent higher "total engagement" (that's ckicks plus video selections).