Top 3 Viral Video Marketing Campaigns of 2011
As 2011 finally comes to an end, it’s time to look back at the year of the viral video and how businesses and brands used the social web to make a big name for their company online.
1. Old Spice
At the beginning of last year most of the world had no clue who Isaiah Mustafa was and most still might not recognize his name; but now everyone knows his face from the funny Old Spice commercials. One of his first ads, “The Man Your Man Could Smell Like,” has over 37 million views on YouTube since being uploaded in February 2010. Old Spice’s 2011 “Scent Vacation” commercial (video below) has amassed over 7 million views on YouTube (considering the ridiculous amount of different Old Spice ads shared during 2011) and was featured as #7 on Mashable’s “YouTube’s Most Viewed Ads of 2011”.
Although Old Spice did well last year with their viral campaigns, they clearly made it a primary focus for 2011 and the future. They keep it going with creative ideas like including the Fabio Contest and using celebrities like Ray Lewis so that Isaiah Mustafa’s character does not get over-done.
2. Kia Motors
Why Kia you may ask? The simple answer: hamsters. Kia’s “Party Rock Anthem-Kia Soul Hamster Commercial” has over 11 million views on YouTube and was the 5th Most Shared Ad of 2011 according to Mashable.
People may only know the hamsters but Kia Motors have filmed some really funny commercials with NBA Star Blake Griffin that are beginning to gain major traction on YouTube. I may not learn much from these commercials but I remember the brand name after seeing each one of the Kia videos.
This one may also come as a surprise because past T-Mobile ad campaigns have been product and service focused without much charm. This year something changed and T-Mobile spent lots of time & effort trying to create advertisements that were less in-your-face about their offerings and more about what you can get out using their services.
What did T-Mobile have in common with the British Royal Wedding? Nothing really but with a great idea and solid execution they produced one of the most popular viral videos of the year (over 25 million views since the April 15th post date). They also used the popular video game “Angry Birds” to make a live version in Barcelona for a viral video. The results were like those from the Royal Wedding video, enormous (almost 10 million views and was shared almost 1.8 million times).
There is not a secret formula to having a successful viral video or campaign, but if you use off-the-wall creativity and entertainment to sell your product or service chances are you will have some level of success.
I hope everyone has a wonderful New Year’s weekend and I look forward to what is yet to come with viral videos in 2012.