Studio stays competitive among highest trending videos including "What Does the Fox Say?"
Kimberly Peirce’s adaptation of Stephen King’s horror classic “Carrie” may have tanked at the box office, but the film’s promotional campaign proved to be a viral hit. A web ad for the movie cracked YouTube’s year-end list of trending videos, which was issued Wednesday.
With almost 51 million views, the elaborate promotional prank dubbed the “Telekinetic Coffee Shop Surprise” is No. 8 on the top 10 list. In the clip, unsuspecting customers at a New York City coffee shop witness the epitome of a teen meltdown when a girl unleashes her “telekinetic powers” on someone who accidentally spills her coffee. Unbeknownst to the crowd, the perpetrator and victim are both actors.
Upon its release in October, Sony’s savvy promotional piece received over 4 million hits in a single day. A viral campaign can not only generate buzz, but draw audiences to films. Tens of thousands of commenters took to YouTube to express newfound interest in the Julianne Moore and Chloë Grace Moretz-starrer after watching the vid.
Thinkmodo — the agency behind the video — also created the viral hits iPad Head Girl, the Shaving Helmet and the Times Square TV Hack.
This year’s list also demonstrates YouTube’s pivotal role in online advertising. Jean-Claude Van Damme’s Volvo commercial featuring the split seen around the world and Evian’s water ad with the return of the dancing babies also appear in top 10, pointing to a future with ads that fit in more with YouTube content than TV commercials.
But to understand the list’s overall trend, one must listen to what the fox says: YouTube is a breeding ground for comic talent.
With almost 277 million views, Norwegian comedy duo Ylvis’ viral video “What Does the Fox Say?” topped the site’s annual list of trending videos (see the sly dancing fox on YouTube’s homepage). Vids from three other relatively unknown YouTube users nabbed the second to fourth slots. Meanwhile, Maker Studios won big with three of its partners making the ranks.
Two other comedy clips that cracked the top 10 come from users whose channels on the Google-owned site, Bad Lip Reading and Epic Rap Battles of History, have gained a steady following over the last few years.
The second “trendiest” video (95 million hits) — the original army edition of the “Harlem Shake” — was uploaded by another Norwegian, Kenneth Håkonsen, who usually posts vids of himself playing piano tunes. The comedy re-imagining of the popular dance craze ignited an online phenomenon. Thousands of versions of the 30-second meme hit YouTube earlier this year.
MisterEpicMann’s “How Animals Eat Their Food” and Steve Kardynal’s Chatroulette parody of Miley Cyrus’ “Wrecking Ball” (YouTube’s second most viewed video) came in third and fourth, respectively. Both have helped usher in a new era of the YouTube personality.
As Maker Studios demonstrates, multichannel networks can crank out viral comedy. The online programmer has produced Epic Rap Battles of History (“Mozart versus Skrillex” came in tenth) since 2010. It also works with Steve Kardynal (his “Wrecking Ball” cover is fourth) and partnered with Bad Lip Reading (their NFL lip reading is ninth) last year. Maker’s roster of YouTube personalities also includes PewDiePie — who runs YouTube’s most-subscribed channel — and Snoop Lion’s WestFestTV.
In addition to sharing its list of the highest trending videos, YouTube also shared its list of most viewed videos, which is dominated by music vids. Trending videos aren’t just defined by views, but a combination of various other criteria, including shares, responses and user comments.
South Korean sensation Psy had the most viewed video (599 million views) for the second year in a row, with “Gentleman.” Unsurprisingly, Miley Cyrus’ “Wrecking Ball” and “We Can’t Stop” were the second and third most watched, respectively, while Katy Perry’s “Roar” and Pink’s “Just Give Me A Reason” rounded out the top five.
YouTube’s Top 10 Trending Videos:
The Fox (What Does the Fox Say?)
How Animals Eat Their Food
Miley Cyrus’s Wrecking Ball (Chatroulette Version)
Baby & Me / The New Evian Film
Volvo Truck — The Epic Split featuring Jean Claude Van Damme
The Lonely Island’s YOLO featuring Adam Levine and Kendrick Lamar
Telekinetic Coffee Shop Surprise
The NFL: A Bad Lip Reading
Mozart versus Skillrex: Epic Rap Battles of History, Season 2