Friday, February 5, 2010

Wal-Mart tops the viral charts

Yup, you read that right, Wal-Mart has the top ranked viral according to The Ad Age Video Viral Chart. This is something we're seeing more and more of. Big behemoths finally buying into this whole on-line brand engagement thing. Sure they've had a website since the 90's, but I guess they've figured out that there's more to the internet than a bit of HTML.

What's interesting though, is that Wal-Mart's foray into viral is no more than their current 30 second spot posted up on Youtube. While some might call that a cop-out, others might call it a smart use of money/resources. Why create a web-only spot, when a traditional TV spot can garner nearly 1.7 million views in a single week?

However, we need to think about not only views, but time spent with the brand. Is it enough for people to watch your thirty-second spot on Youtube, or should we be shooting for something more like Axe's "Clean Your Balls" video which is nearly three minutes in length (and worth every second by the way).

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