Les vidéos les plus virales de l’année

265900En partenariat avec Unruly, l’agence de seeding vidéo connue mondialement pour son classement Viral Vidéo Chart, je suis heureux de vous présenter aujourd’hui le classement des vidéos les plus virales de l’année 2012 (on définit la viralité par le nombre de partages facebook, le nombre de tweets et le nombre d’articles sur les blogs).

1/ DC Shoes : Ken Block’s Gymkhana Five

Depuis plusieurs années, la marque DC Shoes s’est fait connaitre par des vidéos pleines d’énergie mettant en avant un pilote complètement dingue, Ken Block. Avec  2.4 millions de partages, DC Shoes obtient donc la première place de ce classement.

[youtube]http://www.youtube.com/watch?v=LuDN2bCIyus[/youtube]

 

2/ P&G : Best Job

Sans doute la révélation et le carton des Jeux Olympiques. Procter & Gamble, partenaire des Jeux Olympiques, a réussi son pari, faire parler de sa marque ombrelle durant cette période ultra-concurrentielle que sont les Jeux Olympiques. Conçue par l’agence Wieden+Kennedy, réalisée par Alejandro Inarritu, cette publicité est sans doute l’une des plus belles de cette année et l’une des plus virales avec 2.2 millions de partages.

[youtube]http://www.youtube.com/watch?v=soCZcHAfP1Q[/youtube]

 

3/ Turkish Airlines : Kobe vs Messi 

C’est LA vidéo de cette fin d’année. Lancée début décembre, Turkish Airlines a réuni deux des légendes vivantes du sport mondial, Kobe Bryant et Lionel Messi. Cette publicité, qui ne brille pas forcément par la qualité du script, démontre néanmoins la puissance du sport dans la publicité et l’importance des ambassadeurs. 1.1 millions de partages pour Turkish Airlines.

[youtube]http://www.youtube.com/watch?v=ruav0KvQOOg[/youtube]

 

4/ GoPRO Hero 3

GoPro se classe au pied du podium avec la vidéo de lancement de son nouveau produit la GoPro Hero 3, qui a totalisé 1.1 millions de partages. Facile d’utilisation, capable d’enregistrer des images de très bonne qualité, la GoPro est devenue le symbole d’une génération de surfers, snowboarders, skiers à la recherche d’immortalité.

[youtube]http://www.youtube.com/watch?v=A3PDXmYoF5U[/youtube]

 

5/ Red Bull Kluge : The Athlete Machine

Red Bull nous a habitué à un niveau largement supérieur à la moyenne pour la production de contenus depuis plusieurs années. En 2012, la marque a réussi à nous surprendre une fois de plus avec Red Bull Kluge, une vidéo mettant en scène les sports et athlètes Red Bull dans une « Rude Goldberg » machine infernale. Tout simplement énorme. 1 million de partages.

[youtube]http://www.youtube.com/watch?v=M0jmSsQ5ptw[/youtube]

 

6/ Nike Football : Mercurial Vapor VIII

Entrée de Nike dans ce classement avec la vidéo de promotion de la nouvelle Mercurial Vapor VIII dans laquelle la marque met en scène Cristiano Ronaldo, ambassadeur mondial de la marque et Rafael Nadal, légende vivante du tennis. Comme pour Turkish Airlines, la vidéo ne brille pas par son originalité mais la présence de 2 superstars suffit à faire de cette vidéo un carton avec 925 000 partages.

[youtube]http://www.youtube.com/watch?v=1Y_wJR1I-9s[/youtube]

 

7/ Nike Football : My Time is Now

Tir groupé par l’équipementier américain qui classe son film publicitaire pour l’EURO 2012 à la 7ème place, avec un tout petit peu plus de 900 000 partages. Des stars actuelles du football européen (Ronaldo, Ribéry, Van der Vaart, Lloris, Ozil, Pep Guardiola), des futurs stars (Gotze, Hernandez), mais aussi une apparition de LeBron James aux côtés de tous les joueurs symbolisant le programme The Chance, ont fait de cette publicité une ode à tous les footballs par Nike. Une publicité conçue par Wieden+Kennedy qui a réussi à mettre en oeuvre une déclinaison digitale très intéressante. A noter aussi la création du Nike Barbershop par leg & AKQA Paris durant l’EURO 2012.

[youtube]http://www.youtube.com/watch?v=QMv8g8CO4cQ[/youtube]

 

8/ Martyn Ashton – Road Park

Inconnu pour moi jusqu’au jour de la rédaction de cet article, cette vidéo mettant en scène Martyn Ashton est dans la même lignée que le numéro 1 de ce classement. Un cocktail de scènes mélangeant trial, figures de BMX et autres acrobaties en tout genre, le tout sur une musique rock fait de cette vidéo l’un des succès de l’année avec 631 000 partages

[youtube]http://www.youtube.com/watch?v=7ZmJtYaUTa0[/youtube]

 

9/ USA Olympic Swimming Team : Call Me Maybe

On ne pouvait pas avoir un classement sans un remake d’un des hits de l’année. Cette fois-ci, c’est l’équipe olympique de natation des Etats-Unis qui obtient la 9ème place avec leur ré-interprétation du hit, « Call Me Maybe ». A la clé une apparition furtive de Michael Phelps, le plus grand médaillé de l’histoire des Jeux Olympiques au début de la vidéo et Ryan Lochte, suffisant pour obtenir 425 000 partages.

[youtube]http://www.youtube.com/watch?v=YPIA7mpm1wU[/youtube]

 

10/ Team GB & adidas – Don’t Stop Me now

Une autre ré-interprétation dans ce classement, avec adidas et l’équipe olympique britannique. Des athlètes, des déguisements et des sourires pour remercier le peuple britannique. 195 000 partages pour cette vidéo reprenant une des meilleures chansons de Queen.

[youtube]http://www.youtube.com/watch?v=aYtpL5YhWOQ[/youtube]

 

Et voici le reste du top 20, où l’on retrouve des publicités comme ESPN/Michael Jordan, BIG de la NBA pour Noël 2012, Kids de P&G et David Beckham avec Samsung.

Capture d’écran 2012-12-22 à 15.54.35

Quels enseignements pouvons-nous tirer de ce classement ?

Les « grosses » productions publicitaires ont toujours la part belle comme celles de P&G, Nike et Red Bull. Une fois de plus, amis annonceurs, la vidéo à 0 euro qui cartonne mondialement n’existe pas.

Les ambassadeurs de marque. Signer un partenariat c’est bien, l’activer notamment en utilisant des athlètes génère très souvent de bien meilleurs résultats en terme de viralité. Les communautés que ces joueurs ont été capables de fédérer depuis des années sont de magnifiques amplificateurs de viralité (cf. Kobe Bryant & Lionel Messi ou encore l’équipe olympique de natation des USA).

– S’associer à des sports ou des pratiques dites extrêmes permet de véhiculer un univers de marque et des émotions unique. On le voit avec Ken Bloch ou Martyn Ashton, ce type de contenu trouve naturellement une audience forte à travers le monde.

– L’ambush marketing a quand même du mal à émerger. Mise à part Nike qui intègre ce classement grâce à sa force de frappe et à la création publicitaire, le classement est dominé par des sponsors officiels des événements (P&G, adidas, Samsung,

De manière purement chiffrée, on remarque 2 paliers importants dans ce classement. Pour faire partie du top 10 mondial, votre vidéo doit flirter avec la barre des 200 000 partages, ce qui est déjà énorme et preuve de l’investissement financier, tant sur la création que sur les mécanismes et stratégies de viralisation. Pour viser le top 5, il faudra 5 fois d’effort, soit 1 million de partages.

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