D for DOVE Real Beauty Sketches
Just a month after its release the Dove Real Beauty Sketches video had over 114 mlm views
and was shared nearly 4 million times - making in the greatest viral of all time.
F for the FOX
Well, it looks like having bunch of people dressed in the animal costumes dancing and
producing strange sounds is something that will guarantee you a success on the internet. Over
320 mln views on YouTube in 3 months, over 700k comments, debut at number 29 on the US
Billboard Hot 100 top singles chart and no 1 on the iTunes Top 100 download chart in Norway.
H for HARLEM shake
Proof of the short lifespan of Internet memes. In February 2013 we were all living Harlem
Shake, and now we don’t even remember it was this year. After the original video (with over 50
million views on YouTube), literally everyone engaged in Harlem Shake - from Facebook
employees to people in Warsaw subway.
M for METRO Trains Melbourne
Dumb Ways to Die, created by McCann Melbourne agency for Metro Trains was declared the
most awarded campaign of 2013 by Advertising Age. I believe it was a simple
acknowledgement of a fact, taking into account that the campaign won 5 Grand Prix Awards
during the Cannes Lions festival (for: PR, Promotion and Activation, Radio, Film, Integrated
Campaign), and over 20 other awards. In consequence, it is the most awarded campaign in the
history of this festival to date.
O for OREO Dunk in the Dark
One of the best examples of real time marketing trend (authentic marketing communication
delivered at the right time with the message linked to other popular stimuli) which was very
clearly seen among winners from 2013 Cannes Lions Festival.
Z for ZYNGA
In 2013 Zynga had to lay off hundreds off employees (18 percent of global workforce) and
closed their New York and Los Angeles offices. The official reason: shifting towards mobile and
away from the social browser games (they lost more than 25% of its loyal daily users in just
one quarter). It seems that the popularity of social gaming doesn’t go hand in hand with
making money out of it.