Dodge is celebrating its 100th anniversary with a campaign for the Challenger featuring individuals born circa-World War I. The spot, "Wisdom," rocketed to the top of our weekly auto brand viral video list within days of launching. It starts with a series of elderly individuals imparting Hallmark-like life lessons: "Live for now," "There are miracles all around you," "Be Strong." About halfway through, the ad transitions to more aggressive, robust messages. Against the heavy distortion of an electric guitar, some more elderly remark: "Don't complain," "Be a bad boy," "Live fast." The campaign, created by the Richards Group, is No. 1 on our list, with 6,676,981 views. Also new this week is Honda's "#ThumbsUp," created by RPA. The spot is entirely composed of a series of text messages between a couple -- one of whom is driving to meet the other. The cutesy, lighthearted exchange turns tragic when the sound of a car accident can be heard. The message: Don't text and drive. "#ThumbsUp" is ranked sixth by Visible Measures, with 246,980 views.
Dodge The Richards Group This week (True Reach): 6,676,981 Last week: NEW
Subaru Carmichael Lynch This week (True Reach): 730,994 Last week: 3
Final Test Test Drives
MINI BSSP This week (True Reach): 503,714 Last week: 1
One Tank Adventure
Ford Team Detroit This week (True Reach): 269,137 Last week: 4
Fiesta Movement 2013
Ford Team Detroit This week (True Reach): 251,527 Last week: 8
Honda RPA This week (True Reach): 246,980 Last week: NEW
Jaguar The Brooklyn Brothers;Spark44 This week (True Reach): 232,180 Last week: 9
Liquid & Metal
Mercedes-Benz, Petronas Motorsports McCann Erickson This week (True Reach): 219,517 Last week: 5
Invisible Car Technology
Land Rover NA This week (True Reach): 186,106 Last week: 2
Dodge Wieden + Kennedy Portland This week (True Reach): 162,333 Last week: Returnee
Automotive News' Video Traction Chart, powered by Visible Measures, focuses on brand-driven social video ad campaigns. Each campaign is measured by True Reach, an MRC accredited metric that includes views from brand-driven and audience-driven social video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.
Note: This analysis does not include Visible Measures' paid-placement (e.g., overlays; pre-, mid-, and post-roll) performance data or video views on private sites. This chart does not include movie trailers, video game campaigns, TV show, or media network promotions. View counts are incremental by week.
**Indicates percent change in views compared with the same period the week before.