Viral marketing campaigns: Challenge

Cases
26
Median Spread Score
42
Most started on
YouTube35%
First post to peak
7 days

By mechanic

All380Controversy154Newsjacking140Response chain110Transgression108Real-world spectacle75Pairing74Mystery & lore60Scarcity drop49Visible in use46Creator relay41Identity badge29Challenge26Maker origin18Underdog17Political adoption16Sell-out loop16Remixable template15Shareable output13Revival11Brand pile-on9Fandom mobilisation7Dupe economy6

McDonald's: Grimace's Birthday

63
R.I.P Grimace (and me) #mcdonalds #grimace #milkshake #grimaceshake #birthday #fakedeath #yummy

9.7B impressions

Whopper Whopper

55
Whopper Whopper (Extended)

1B impressions

Xbox (Football Manager): The Everyday Tactician

53
Meet Nathan, Bromley FC’s unorthodox recruit! 🎮⚽ Ep.1 The Everyday Tactician | Xbox X TNT Sports

1.5B impressions

Mastercard: Abracadabra: From Fan to Featured

52
Lady Gaga - “Abracadabra” Music Video Presented by Mastercard

1.4B impressions

Momondo: The DNA Journey

51
momondo – The DNA Journey

8.3B impressions

REI #OptOutside

49
Company Signs

6.7B impressions

ASICS The Desk Break

48
ASICS | The Desk Break

2.3B impressions

Dove #BlackHairIsProfessional

47
Campaign portrait showing straightened hair on one side and natural hair on the other

1.2B impressions

Duolingo High Valyrian Lessons

47
Digital drawing of the Duolingo green owl mascot sitting on a rendition of the Iron Throne from Game of Thrones. Blurred flames can be seen in the background.

700M impressions

Gap Get Loose with Troye Sivan

46
Get loose. Now live. Free yourself from expectations. And dance outside the lines. Big jeans, for big moves — for everyone. Featuring @troyesivan and @cdkcompany. Choreographed and directed by…

50M impressions

McDonald's UK: Raise Your Arches

46
Edgar Wright’s office workers invited colleagues to McDonald’s by raising their eyebrows to Yello’s Oh Yeah.

4.4M impressions

Exploding Kittens Kickstarter campaign

43
Official Kickstarter pitch image showing the red cards, kitten and campaign title.

460K sold

Android: Friends Furever

42
An animal-friendship montage set to Roger Miller’s Oo-De-Lally from Robin Hood.

Peaked at #1

Haaland for the Win!

42
Haaland for the Win! Clash of Clans x Erling Haaland

64M views

DistanceDance

41
Stay home & do the #distancedance. Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for first 3M videos #PGPartner

197.5M views

School of Football

41
School of Football | Can football teach a robot to move? | Boston Dynamics x Hyundai

14K derivatives

No Smiles (Smile Agenai)

41
ano「スマイルあげない」Music Video

85M impressions

Columbia Sportswear: Expedition Impossible

39
Expedition Impossible | Columbia Sportswear

80M impressions

Hilton: The Ad You Stay In

39
Unexpected & amazing things can happen when you stay, and we want you to stay with us for 10 minutes. Yup, we made a 10-minute TikTok AND we’re giving away 10M Hilton Honors Points + more.…

35.7M views

IKEA Phone Sleep Collection

39
IKEA UAE on Instagram‎: "A new era of sleep begins tonight with the Phone Sleep Collection. Available in stores when you shop Dhs750+, including one item from the Complete Sleep Collection. Tuck…

650M impressions

Diablo Deaths: Megan Fox Eulogies

36
#DiabloIV is here, embrace the bloodshed. Share videos of your in-game death on Twitter or TikTok using #DiabloDeaths for a chance to have your eulogy read by @meganfox on June 8th.

36M impressions

Nationwide x Zaya Jingle Challenge

34
Calling all high school teachers, school music groups, and bands: Zaya Campbell, the voice behind the viral Nationwide Jingle, is passing the mic! Share your version of the Nationwide jingle using…

6.5M views

Getty Museum Challenge

32
We challenge you to recreate a work of art with objects (and people) in your home. 🥇 Choose your favorite artwork 🥈 Find three things lying around your house⠀ 🥉 Recreate the artwork with those…

3M impressions

Chipotle Lid Flip

28
Chipotle on Instagram: "💯"

111K derivatives

Tourism Queensland: Best Job in the World

18
The Best Job in the World island-caretaker recruitment advertisement. Original January 2009 campaign creative.

Lather Against Ebola

0

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