As it turns out, the title of Invisible Children’s “Kony 2012” was prophetic. The online video has emerged as the “most shared” of any “social video ad,”
according to the 2012 Unruly Global Viral Video Ads Chart.
The chart, which is actually based on the number of times each video was shared during the 12 months leading up to Nov. 21, 2012,
found that “Kony 2012” dominated by a wide margin: 10.1 million shares versus the next-closest contender, TNT’s “A Dramatic Surprise On A Quiet Square,” which generated
2.4 million shares.
Interestingly, while major brands such as Coca-Cola and Nike make the Top 20 chart, it is mainly dominated by small or emerging brands (see table below).
2012 Global Viral Video Ads |
1. Invisible Children: Kony 2012 - 10,068,928 shares |
2. TNT: A Dramatic Surprise On A Quiet Square
– 4,352,283 shares |
3. Abercrombie & Fitch:
Call Me Maybe - 2,435,774 shares |
4. DC Shoes: Gymkhana 5 – 2,292,354
shares |
5. P&G: Best Job - 2,227,528 shares |
6. Dancesport Studio: Two-Year-Old Dancing The Jive –
2,094,766 shares |
7. Melbourne Metro: Dumb Ways To
Die - 1,217,751 shares |
8. Chevrolet: OK Go, Needing/ Getting - 1,140,769 shares |
9. Volkswagen: The Bark
Side - 1,127,479 shares |
10. PBS Studios: Mister Rogers Remixed, Garden Of You Mind -
1,045,039 shares |
11. Google: One Day, Project Glass – 1,025,854 shares |
12. Go Pro: Black Edition,
Smaller, Lighter and 2X More Powerful - 989,904 shares |
13. Coke: Unlock The 007 In You. You Have 70 Seconds – 933,601 shares |
14. Nike: Mercurial Vapor VIII:
Cristiano Ronaldo vs Rafa Nadal – 921,039 |
15. Nike: My Time Is Now - 902,609 shares |
16. Sesame Street Workshop: Share It Maybe –
863,969 shares |
17. Red Bull: Athlete Machine (Red Bull Kluge) - 804,418 shares |
18. Banco Som Sabadell: Som Sabadell FlashMob - 794,749
shares |
19. Air
New Zealand and WETA: An Unexpected Briefing - 753,200 shares |
20. Febelfin: Amazing Mind Reader Reveals His ‘Gift’ – 695,896
shares |
Source: Unruly. Based on data collected through Nov. 21.
