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Library/Campaign/Three "Dancing Pony"
Grade B17 sourcesHIS-01678

Three "Dancing Pony"

Campaign · 2013 · Niche

34Editable slideCertificate

Three's pony campaign drew over 20 million YouTube views, according to its agency.

Original · Three UK; Wieden+Kennedy London; director Dougal Wilson
Clip · Blink on Vimeo
Three Mobile - Pony
Blink on Vimeo

Spread Score

How it works
Reach35Contagion35Breadth20Velocity63Longevity2334

Numbers

Agency-reported campaign impressions; gross, not unique people
100M
Self-reported · Wieden+Kennedy
Peak proxy date
Week of Mar 4, 2013
Feb 28 ’13 to Week of Mar 4, 2013
Platforms
7
Started on YouTube
Origin
Mixed
Technology

Mechanics

  • Shareable outputPrimary
  • Platform jump
  • Press loop

How it spread

Trace the origin

Three launched the pony online, then on TV. Viewers shared it and made Pony Mixer versions. Everywhere reached No. 15 in the UK chart; the agency later claimed over 20 million campaign YouTube views.

Proxy date; not a directly measured attention peak. Dates use the stated precision; chart positions are date anchors.

Google searchesJan ’13MarAprAugDecApr ’14AugDecJul ’15Mar ’16SepMar ’17Peak proxyYouTubeTVXPressOpen webFacebookAudio
YouTubeTVXPressOpen webFacebookAudio

9 more events on this chart

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Timeline (12)

  1. February 2013

    Three UK seed · Feb 28 ’13

    Three posted a Shetland pony moonwalking to Fleetwood Mac's Everywhere on YouTube.[1][2][3]

    Open the first post ↗

  2. March 2013

    Three UK / ITV1 platform jump · Mar 1 ’13

    Three bought a TV launch during Coronation Street, alongside social, press and outdoor advertising.[4][5]

  3. Twitter users platform jump · Mar 1 ’13

    Twitter users posted 14,000 tweets in five hours, according to Second Sync.[6]

  1. press · Mar 4 ’13

  2. peak proxy · Week of Mar 4, 2013

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Why it worked

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Origin
Mixed
Sector
Technology
Region
GB
Agency-reported campaign impressions; gross, not unique people
100M
Self-reported · Wieden+Kennedy
Evidence
Grade B

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