Invisible Children Becomes Most Visible Video Brand, 'Kony '12' Sets Share Record

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.

Tags: video
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