Every day is the Super Bowl for advertisers that put a little extra love and creativity into their online videos. Statistics from Unruly‘s Social Video Report for the first quarter of 2013 show that four industries in particular came through with viral videos that consumers were not only willing to watch, but also share.
1. Entertainment was the most successful vertical this quarter, accounting for 28.7 percent (9,824,300) of all content shares.
Surprisingly, the two best-performing ads came from the same film:
“Fast & Furious 6 Official Trailer #1”
“Fast and Furious 6 Trailer # 2 (Official Theatrical Trailer)”
2. Consumer Packaged Goods (CPG) came in second place with 8,668,203 shares for the quarter.
The top videos were:
Budweiser’s “Brotherhood” Super Bowl ad was the second-most-shared Super Bowl ad of all time.
“Pepsi MAX & Jeff Gordon Present: ‘Test Drive'”
3. Technology took third place with 17 percent, or 5,817,807, of the shares.
Unruly analysts said they were surprised by the variety of styles among the top three ads in this vertical:
Three – The Pony #DancePonyDance
Microsoft’s “Child of the Nineties”
Google’s “How it Feels through Glass”
4. Automobiles grew 377.9 percent quarter-over-quarter, but still came in at number four with 3,209,008 shares.
“After huge campaigns in 2011 (Volkswagen’s The Force) and 2012 (VW’s The Bark Side and Chevrolet’s collaboration with pop group OK Go in music video ‘Needing/Getting’), 2013 was not such a great year for auto brands at the Super Bowl,” wrote the Unruly team. But no videos stood out in this vertical in first quarter of 2013.