After writing a short piece 2 weeks ago on the brilliant Nokia viral it was great to watch the new viral by Volkswagen which is taking the world by storm. Keeping to the Star Wars theme as seen in other VW adverts, VW have turned from the Dark side to the Bark Side.
As mentioned in our previous post the key to producing infectious content is to have something worth sharing! This is a hilarious take on The Imperial March from Star Wars featuring 11 dogs, dressed as characters from the film, barking and howling the tune.
We love their attention to detail, especially the different characters with their very own pooch Darth Vader, Princess Leia, Chewbacca and Ewok (my favourite). They have been ingenious adding essential key moments in their re-creation with the Chewbacca famous roar and a greyhound dressed as an AT-AT (All Terrain Armoured Transport) walking robot at the end.
Volkswagen uploaded the viral video to YouTube on the 18th Jan 2012 and the video has already had in excess of 14 Million views. Their 2011 Passat commercial "The Force" featuring a pint-sized Darth Vader, uploaded on the 2nd Feb 2011, has now had in excess of 50 Million views and has been ranked 3rd in "The 2011 most-liked ads of the year" by Nielsen (see table below).
They have also been clever to link the viral with their 2012 Game Day Teaser - "The Dog Strikes Back". This commercial has already had over 9.5 Million views even though it was only uploaded on 30th Jan 2012.
All in all, it is great to see a brand being so creative and innovative. We look forward to seeing more!
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163
9
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10
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163
The likeability score is based on the percentage of TV viewers who like an ad they were exposed to during the normal course of their TV viewing, and could also recall the brand of the ad. These scores are then indexed against the mean score for all new ads during the year to give a Likeability Index. 100 equals average. For example, with a Likeability index of 205, the top ranked Aldi ad has proven to be over twice as liked as the average new commercial during 2011. Only new ads airing Jan 1st - Dec 17th, 2011 with a Like Media Weight of 75 IRPs (ratings points) and above are included. Only the best ad from each brand is included. Coverage: all ads broadcast on ITV1, Channel 4, Five, Sky 1, Mon-Sun 6pm-12 midnight.
About Nielsen Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.
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