Ad Age: Twilight Saga Rocks Viral Marketing
由 Twilight_News | 11 December 2010
According to their press release:
Every week, the Ad Age Viral Video Chart presents the 最佳, 返回页首 10 查看最多的 brand-driven 视频 on the web with one major caveat: There are no movie 或者 video-game trailers included in the findings. Why? Well, it’s not really a fair fight. Put it this way: Old Spice guy Isaiah Mustafa — even with all his talent and outstanding physique — would barely have a chance.
Movie and video-game trailers are very different in the way they’re shared on the web. For one, both game and movie trailers are snippets of the franchises themselves, such as “Harry Potter” and “Call of Duty,” familiar content that’s 更多 readily shared, so it’s inherently easier for those kind of ads to rise to the top. Plus, movie and gaming marketers out-spend brand marketers exponentially in the weeks and days leading up to their releases, so the number of paid impressions far outweighs any organic view of a viral commercial.
So what would the viral chart look like if we included 电影院 and video games? We asked Visible Measures to help us find out, 由 including the entertainment category in the numbers, and the results were a bit staggering. Without 电影院 或者 video games, Visible Measures’ 最佳, 返回页首 10 Viral Video Ads would have only amassed a combined view count of 320 million 查看 for the year. But with them, the total view count tops 更多 than 1.1 billion views. The only “social ad” to make the 最佳, 返回页首 10 was Old Spice’s “Responses” campaign — and that’s just barely there, at No. 10. The rest of the chart is dominated 由 seven 电影院 and two video games, led 由 the trailer for “The Twilight Saga: Eclipse.”
So when it comes to viral ads, even Isaiah Mustafa is no match for Edward Cullen — “Eclipse” scored 更多 than triple the 查看 of Old Spice’s aggregate campaign in July, 220.19 million vs. 68.74 million, respectively.
While trailers for some of the year’s biggest blockbusters should come as no surprise (“Toy Story 3,” “Harry Potter and the Deathly Hallows: Part 1,” “Alice in Wonderland” and “Iron Man 2″ all round out the 最佳, 返回页首 10), there are a few unexpected appearances. No. 2, for example, is Sony’s “The Karate Kid,” a breakout box office hit this summer (more than $176 million in grosses) but hardly a $300 million-plus franchise tentpole, either. Perhaps most astonishing is the No. 3 appearance of Disney’s “Step Up 3D,” which has racked up 更多 than 138 million trailer 查看 yet managed only $42 million in ticket receipts — proof that YouTube 查看 don’t always translate to sales.
Elsewhere, Treyarch’s “Call of Duty: Black Ops” leads the video-game category at No. 5 with 更多 than 110 million views, while Bungie’s “Halo: Reach” trails closely behind at No. 8 with 74.4 million views. Although gaming trailers generate lots of 查看 in the pre-release stages, the real traffic comes from the days and weeks after their initial release, when user-generated game-play and how-to 视频 are uploaded and shared like wildfire among gamers. Visible Measures includes these aggregate clips in each title’s total view counts.
Although there’s still three weeks left in the year, expect few changes to the chart before 2010 comes to a close. Both movie and video-game trailers receive the highest volume of 查看 in the week leading up to the title’s release, so the figures are fairly front-loaded. However, there’s still time for one major holiday release (“Tron: Legacy,” perhaps?) to sneak in. But perhaps the real 问题 is which brands will crack 下一个 year’s 最佳, 返回页首 10, and who will be the Isaiah Mustafa of 2011? You’ve got 12 months and at least 68 million 查看 to prove yourselves, marketers.
由 Twilight_News | 11 December 2010
According to their press release:
Every week, the Ad Age Viral Video Chart presents the 最佳, 返回页首 10 查看最多的 brand-driven 视频 on the web with one major caveat: There are no movie 或者 video-game trailers included in the findings. Why? Well, it’s not really a fair fight. Put it this way: Old Spice guy Isaiah Mustafa — even with all his talent and outstanding physique — would barely have a chance.
Movie and video-game trailers are very different in the way they’re shared on the web. For one, both game and movie trailers are snippets of the franchises themselves, such as “Harry Potter” and “Call of Duty,” familiar content that’s 更多 readily shared, so it’s inherently easier for those kind of ads to rise to the top. Plus, movie and gaming marketers out-spend brand marketers exponentially in the weeks and days leading up to their releases, so the number of paid impressions far outweighs any organic view of a viral commercial.
So what would the viral chart look like if we included 电影院 and video games? We asked Visible Measures to help us find out, 由 including the entertainment category in the numbers, and the results were a bit staggering. Without 电影院 或者 video games, Visible Measures’ 最佳, 返回页首 10 Viral Video Ads would have only amassed a combined view count of 320 million 查看 for the year. But with them, the total view count tops 更多 than 1.1 billion views. The only “social ad” to make the 最佳, 返回页首 10 was Old Spice’s “Responses” campaign — and that’s just barely there, at No. 10. The rest of the chart is dominated 由 seven 电影院 and two video games, led 由 the trailer for “The Twilight Saga: Eclipse.”
So when it comes to viral ads, even Isaiah Mustafa is no match for Edward Cullen — “Eclipse” scored 更多 than triple the 查看 of Old Spice’s aggregate campaign in July, 220.19 million vs. 68.74 million, respectively.
While trailers for some of the year’s biggest blockbusters should come as no surprise (“Toy Story 3,” “Harry Potter and the Deathly Hallows: Part 1,” “Alice in Wonderland” and “Iron Man 2″ all round out the 最佳, 返回页首 10), there are a few unexpected appearances. No. 2, for example, is Sony’s “The Karate Kid,” a breakout box office hit this summer (more than $176 million in grosses) but hardly a $300 million-plus franchise tentpole, either. Perhaps most astonishing is the No. 3 appearance of Disney’s “Step Up 3D,” which has racked up 更多 than 138 million trailer 查看 yet managed only $42 million in ticket receipts — proof that YouTube 查看 don’t always translate to sales.
Elsewhere, Treyarch’s “Call of Duty: Black Ops” leads the video-game category at No. 5 with 更多 than 110 million views, while Bungie’s “Halo: Reach” trails closely behind at No. 8 with 74.4 million views. Although gaming trailers generate lots of 查看 in the pre-release stages, the real traffic comes from the days and weeks after their initial release, when user-generated game-play and how-to 视频 are uploaded and shared like wildfire among gamers. Visible Measures includes these aggregate clips in each title’s total view counts.
Although there’s still three weeks left in the year, expect few changes to the chart before 2010 comes to a close. Both movie and video-game trailers receive the highest volume of 查看 in the week leading up to the title’s release, so the figures are fairly front-loaded. However, there’s still time for one major holiday release (“Tron: Legacy,” perhaps?) to sneak in. But perhaps the real 问题 is which brands will crack 下一个 year’s 最佳, 返回页首 10, and who will be the Isaiah Mustafa of 2011? You’ve got 12 months and at least 68 million 查看 to prove yourselves, marketers.
ok so here are a few rumors i heard over the course of the months after Eclipse came out,about Breaking Dawn.
the first rumor is that Breaking Dawn will be rated R. ok people i can officially 确认 that this is not true.Breaking Dawn will be rated PG-13.
the 秒 rumor is that Zac Efron will be starring in Breaking Dawn. absolutely not, Zac Efron is sticking to his High School Musical stuff. good boy.
third rumor, is that Justin Bieber is going to be in the film for thirty seconds...nice try people.you must be thinking of men in black where M.J was on screen for 30 seconds.
finally,that Bella is getting replaced. ok girls, as MUCH as we wish this rumor was true...it's not.i know i know. we would ALL 爱情 for kristen stewart to get replaced.sorry, maybe 下一个 time.
the first rumor is that Breaking Dawn will be rated R. ok people i can officially 确认 that this is not true.Breaking Dawn will be rated PG-13.
the 秒 rumor is that Zac Efron will be starring in Breaking Dawn. absolutely not, Zac Efron is sticking to his High School Musical stuff. good boy.
third rumor, is that Justin Bieber is going to be in the film for thirty seconds...nice try people.you must be thinking of men in black where M.J was on screen for 30 seconds.
finally,that Bella is getting replaced. ok girls, as MUCH as we wish this rumor was true...it's not.i know i know. we would ALL 爱情 for kristen stewart to get replaced.sorry, maybe 下一个 time.
缪斯 won an American 音乐 Award as the best alternative rock artist. 你 can see their video from the Eclipse soundtrack of Neutron 星, 星级 Collision here. Unfortunately the Eclipse soundtrack did not win. It was beaten out of an award 由 the 欢乐合唱团 soundtrack.
Opinion:
I've read that alot of people loved the Eclispe soundtrack...to be honest I dont even remember any of the songs on it! Now the Twilight soundtrack and the New Moon soundtrack I know 由 heart....I feel quilty that I dont feel the same about the Eclipse sountrack...but congrats to Muse!