Monday, September 10, 2007

Cadbury's Gorilla - How Viral Is He?


In today's Media Guardian, Naresh Ramchandani offers a smart write-up on the drummer du jour.

I particularly like the way he answers some of the ad's plannery critics by quoting the rather less highbrow language of the YouTube commenters - "Dis adverts funni." "Best ad ever." "Love this ad made me laugh proper bad hee hee."

However, his article is headlined "How a gorilla and chocolate bar went superviral."

Have they?

The most popular version of the ad on YouTube has only 10,101 views.

Admittedly, the score is fragmented because several people have posted the ad. But what's going on?

11 comments:

Toad said...
This comment has been removed by the author.
Toad said...

Funny- on Adfreak, the blog run by Adweek (think "Campaign" only less insidery)people seem to have assumed that the spot is only running on YouTube.

I suspect that has a lot to do with the 90 second length (virtually unheard of in the US) and the fact that anything halfway clever is assumed to have gotten approved by promising the client "It'll only run on YouTube."

Anonymous said...

It's got a long way to go before it reaches the kind of viewings ads like Budweiser Wassup and John West Bear have achieved. Over 300 million I believe. Now that's superviral

Lee said...

I thought that the most common link in circulation (initially at least) was the one that went straight to the Glass & a Half Productions site? That was the link that was riding high on Digg, Delicious, Reddit etc. on the weekend after the ad broke at least.

The YouTube rips only started appearing a few days after the ad first aired didn't they so it's hardly the best measure?

Anonymous said...

i agree with lee. i think this one is bypassing youtube entirely. it would be better quality viewing.

which is better from the brand's perspective.

Nishad said...

I just totaled all the views under some three pages of listing for "Cadbury Gorilla" on YouTube. Some 818,798 views show up at the moment. So yes the views have been fragmented. Also today there are many video sites, even Chinese, Korean and perhaps an Indian version of YouTube.

Look in Google Trends and you will see how it has taken off. http://www.google.com/trends?q=cadbury+gorilla

Anonymous said...

thanks nishad. important to remember that the UK is not the centre of the world. there remain parts of the world that have no idea how awesome Phil Collins is.

Anonymous said...

nishad, previous comment came off as unintentionally facetious. thanks was sincerely meant!

Lee said...

Ed Cotton at BSSP took a look at the Alexa reach numbers yesterday which shows a temporary blip in activity on glass & a half ...

http://tinyurl.com/37kbw5

Anonymous said...

they were talking about it endlessly on bbc london this morning, asking listeners "what does it mean to you". that's more mainstream than youtube, however silly. is that the "super" bit?

Anonymous said...

Somewhere along the way we got tricked into thinking that viral = youtube. A lot of videos posing as consumer generated content with no "branding."

This does it one better. For the most part, people are going to Cadbury's site to view it - actually having to type the company's selling proposition into their web browser to see it.

As a television commercial, it has very little to do with chocolate. But as a piece of viral, it has almost everything to do with it.