Viral marketing campaigns: Pairing

Cases
74
Median Spread Score
40
Most started on
YouTube35%
First post to peak
5 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 France: Olympic Curry

66
McDonald's France on Instagram: "Pour 4 ans minimum."

2.5B impressions

e.l.f. x Liquid Death Corpse Paint

62
Corpse Paint by Liquid Death x e.l.f. Cosmetics

8B impressions

Gap x KATSEYE: Better in Denim

58
Better in Denim.

8B impressions

The McWhopper Proposal

57
.@McDonalds let’s #SettleTheBeef to raise awareness for @PeaceOneDay. #McWhopperProposal http://t.co/GEXRHve53D http://t.co/o3APQ2QzKC

9.3B impressions

Anthropic (Claude): A Time and a Place

55
Ads are coming to AI. But not to Claude. Keep thinking.

8.3B impressions

Heineken: The Boring Phone

53
Heineken | The Boring Phone - HD Camera

8.9B impressions

Taco Bell: Freeing Taco T***day

53
Taco *Bleep* (Commercial) | Taco Bell

21B impressions

A Recipe for Seduction

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

State Farm: Batman vs. Bateman

52
Jason Bateman tried to protect Gotham while Batman rescued him in a State Farm insurance commercial.

2.1B impressions

Clash of Clans: Revenge

51
Clash of Clans: Revenge (Official Super Bowl TV Commercial)

Peaked at #1

Rang-tan

51
Rang-tan: the story of dirty palm oil

4B impressions

Fearless Girl

50
'Fearless Girl' statue face off Wall Street Bull in New York

4.6B impressions

IKEA Guilty Pets

50
3.INGO Hamburg - IKEA Al-Futtaim - Don’t worry, you can afford it.Sami

4.1B impressions

Nike: The Switch

50
Nike’s body-swap football film starring Cristiano Ronaldo, directed by Ringan Ledwidge.

65M views

Dilly Dilly

49
A medieval king toasted guests bringing Bud Light and banished a guest bringing mead.

4B impressions

Harder, Feta, breakFaster, Stronger

49
“There’s no such thing as a bad idea” Next time someone says that to you, just show them these adverts and then tell them to shut their stupid mouth. Erectile dysfunction medicine. Cheese. Cereal… |…

Novig Just Sports

49
Confirmed: Sydney Sweeney knows ball.

Burger King Whopper Detour

48
Whopper Detour print creative changed a restaurant sign to Billions Swerved.

3.5B impressions

MGA Presents: Diss-mas

48
MGA PRESENTS: The Rizzler - DISS-MAS 🎁

545.7M impressions

Dave's Hot Chicken Drake birthday giveaway

47
Sora Has Lost Its App Store Crown to … Dave's Hot Chicken | Dave's Hot Chicken

Peaked at #1

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

Aspercreme: The 58 Year Old Freshman

46
Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"

1.13B impressions

Adidas Backyard Legends

45
adidas Backyard Legends | The Greatest Football Story Ever Told

40M impressions

It's an e.l.f.ing Glow Storm

45
A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner

5B impressions

Heineken Worlds Apart

45
A film pairing strangers with opposing beliefs to build a bar, then choose whether to discuss differences over beer.

2B impressions

MoonPie Lol Ok

45
Lol ok

1B impressions

Nike: The Conductor

45
Kobe Bryant conducted rivals and fans singing an Otis Redding ballad rewritten as a farewell about hate.

7M views

Revolut Luís Figo: Hazlo por tu dinero

45
Revolut’s Figo billboard in Madrid, photographed in the executive’s launch post.

Budweiser: Lost Dog

44
A Budweiser commercial about a lost puppy and the Clydesdales that came to its aid.

Peaked at #1

Cybertruck vs Porsche Drag Race

44
Feat of Strength 3: Cyberbeast (0-60 in 2.6s)

73.8M impressions

Louis Vuitton: Victory Is a State of Mind

44
Cristiano Ronaldo on Instagram: "Victory is a State of Mind. A long tradition of crafting trunks photographed by @annieleibovitz for @louisvuitton"

78.4M impressions

Samsung: UnCrush

44
Creativity cannot be crushed | Samsung

61M impressions

Unisom: Don't Sleep on Saquon

43
Official Unisom SleepTabs product packaging.

1.9B impressions

Android: Friends Furever

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

Peaked at #1

Apple Welcome Home

42
A HomePod film in which FKA twigs danced through an expanding apartment to Anderson .Paak.

Peaked at #1

British Airways: May We Haveth One’s Attention

42
British Airways | Safety Video 2024 | May We Haveth One’s Attention

2.4M views

I Buy My Own Batteries

40
Don’t settle for anything less than premium, and that includes your batteries too. #TeamAriana

6.7B impressions

We Trust Leon

40
Porsche x Resident Evil Requiem: We Trust Leon.

3.9M views

Rabbit R1

40
Introducing r1

40M impressions

Columbia Sportswear: Expedition Impossible

39
Expedition Impossible | Columbia Sportswear

80M impressions

Heinz Mustard: Heinz Mustard X Mustard

39
Heinz - Mustard X Mustard

2.1B 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

Mog’s Christmas Calamity

39
Mog’s Christmas Calamity | Sainsbury’s Ad | Christmas 2015

11.5M impressions

ROSALÍA for Calvin Klein Fall 2025

39
Rosalía Turns It Up | Calvin Klein Fall 2025 Campaign

e.l.f. So Many Dicks

38
Official So Many Dicks campaign artwork with a grid of male portraits.

5B impressions

Moncler Warmer Together

38
Moncler, la campagna pubblicitaria con Robert De Niro e Al Pacino

The North Face helicopter jacket delivery

38
Replying to @Timbrodini We were busy express delivering @Jenn her jacket at the top of mountain. Thanks for the help Jossi!

20.7M impressions

Pickle's Back

37
Megan Thee Stallion & Nickelback - Pickle’s Back [Official Music Video]

4M impressions

Chevrolet New Generation: The Sopranos

37
Meadow retraced Tony’s opening drive in a Silverado EV, then reunited with A.J. at a restaurant.

4.3M views

Diesel x Durex condom mountain

37
Diesel on Instagram: "A very big D. The #DieselFW23 runway show set revealed a mountain of 200,000 condom boxes as part of a partnership with @durex . In the Diesel and Durex spirit of individual…

Learn Korean or Else

37
Netflix Asks Fans “Are You Ready To Play” Ahead of ‘Squid Game’ Season 2 - About Netflix

200M impressions

Dove Men+Care: First Fatherhood Moments

36
Father’s Day for dads to be | Dove Men+Care

6.5M views

IKEA Throws in a Towel

36
IKEA UK on Instagram: "Introducing the new VINARN Towel Skirt A 2024 Spring fashion essential #TowelSkirt #IKEAUK #Fashion"

900M impressions

IKEA: U up?

36
Agency photograph of a phone showing IKEA’s u up? Instagram message.

4.5M impressions

Loewe Decades of Confusion

36
LOEWE | DECADES OF CONFUSION

10M views

Nike: LA Loves A Sequel

36
Opening credits frame from LA Loves a Sequel on producer Todd Piskin’s official portfolio

41M views

Renault Twingo's Shakira Response

34
Pa tipos y tipas como tú. ¡Sube el volumen! #Renault #Twingo #claramente #joven #urbano #eléctrico #ágil #Icónico #compacto #travieso

Electrikhana: High Stakes Playground, Las Vegas

33
Ken Block’s ELECTRIKHANA: High Stakes Playground; Las Vegas, in the Audi S1 HOONITRON

100M impressions

Dr. Squatch Body Wash Genie

33
Sydney Sweeney granted men wishes for natural body wash in Dr. Squatch’s Guys Only Want One Thing spot.

7.3M views

Heinz: Can't Unsee It

33
Marvel Studios’ Deadpool & Wolverine – Can’t Unsee It

1.58B impressions

KitKat: Windows Break

33
Time to have a break... KitKat® anyone? 🍫

3.8M views

IKEA Bookbook

32
IKEA Bookbook 2015 catalogue advertisement: the original touch interface. Contemporary campaign creative, preserved in a later creator portfolio.

12M views

Addison Rae x Lucky Brand

31
Official launch imagery showing Addison Rae wearing the Ultra Low Rise Flare.

1B impressions

Hims & Hers: Sick of the System

30
Hims & Hers Big Game Commercial: “Sick of the System”

Meet the New Volvo EX90

29
Meet the new Volvo EX90

351.9M impressions

MAC x Rob Rausch: MAC Is at Sephora

28
M·A·C Cosmetics on Instagram: "MAC is officially at @sephora. @robert_rausch is going. See you there? 👀"

Binance #CryptoCelebAlert

26
Superstars ≠ crypto experts. Music artist @JBALVIN says “do your own research”. On 2.13 when big names try to give you crypto advice — 🚨 sound #CryptoCelebAlert and grab 1/2222 NFTs of basketball…

Heliot Emil Man on Fire

26
Model on Fire at Heliot Emil FW23!🖤

1.2M views

Lowe's Black Friday Bucket Giveaway 2025

24
Lowe's Home Improvement on Instagram: "🪣 Our Black Friday Bucket Giveaway is BACK 🪣 🎉 The first 50 members in-store on 11/28 get a FREE Lowe’s bucket full of products AND a chance to get a FREE…

359M impressions

Renault Scenic’s Tesla-Detecting Billboard

22
new #Renault #Scenic #ETech 100% #electric, embarrassingly already car of the year. #RenaultRethink

16.3K views

Maura Higgins: Faithful to e.l.f.

18
e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"

Patagonia: Don’t Buy This Jacket

18
Patagonia 2011 Don’t Buy This Jacket print advertisement. Original black-and-white campaign creative reproduced in a 2018 retrospective.

Samsung Galaxy S5 Ice Bucket Challenge

18

4M views

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