Viral marketing campaigns: Response chain

Cases
110
Median Spread Score
43
Most started on
X35%
First post to peak
2 days

By mechanic

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

Colossal's Dire Wolf Announcement

69
SOUND ON. You’re hearing the first howl of a dire wolf in over 10,000 years. Meet Romulus and Remus—the world’s first de-extinct animals, born on October 1, 2024. The dire wolf has been extinct for…

120B impressions

McDonald's France: Olympic Curry

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

2.5B impressions

Daily Star’s Liz Truss Lettuce

63
LIVE: Can Liz Truss outlast a lettuce?

1.25B impressions

Grand Theft Auto VI Trailer 1

62
Grand Theft Auto VI Trailer 1

268M views

Elmo Is Just Checking In

61
Wow! Elmo is glad he asked! Elmo learned that it is important to ask a friend how they are doing. Elmo will check in again soon, friends! Elmo loves you.❤️ #EmotionalWellBeing

300M impressions

Solo Stove: Snoop Goes Smokeless

61
I’m giving up smoke.

19.5B impressions

Dumb Ways to Die

58
Dumb Ways to Die

1.2B views

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

IHOb

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Someday

55
Pedro Pascal in Apple’s Someday film, from the agency’s ADC Awards entry.

40M views

Dove Real Beauty Sketches

55
A forensic artist drew women from their own descriptions and from descriptions given by strangers.

4B impressions

IKEA paid Roblox jobs

55
Official game screenshot showing the IKEA showroom and co-worker avatars.

16B impressions

Ariel: Dads #ShareTheLoad

53
Why is Laundry only a mother’s job? Dads #ShareTheLoad (Hindi) – Ariel

2B impressions

A Recipe for Seduction

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

1.8B impressions

BYD Demolish the Old Legends

52
Contemporary screenshot of BYD’s original Weibo film, posted at 20:10.

800M impressions

Jaguar: Copy Nothing

52
Jaguar | Copy Nothing

160M views

KitKat (Nestlé): The KitKat Heist

52
Regarding recent press coverage

70.5B impressions

Mastercard: Abracadabra: From Fan to Featured

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

1.4B impressions

The Epic Split

52
Volvo Trucks - The Epic Split feat. Van Damme

73M views

Clash of Clans: Revenge

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

Peaked at #1

Duo’s Ashton Hall Morning Routine

51
Rise and Grind. These Scores aren’t gonna raise themselves. IB: @Worthy Supps #duolingo #score #ashtonhall

45M views

Momondo: The DNA Journey

51
momondo – The DNA Journey

8.3B impressions

Dr Pepper: The Dr Pepper Jingle

49
@Dr Pepper please get back to me with a proposition we can make thousands together. #drpepper #soda #beverage

4.1B impressions

Mikayla Nogueira’s Telescopic Lift ad

49
THESE ARE THE LASHES OF MY DREAMS!! @lorealparisusa never lets me down 😭 #TelescopicLift #LorealParisPartner #LorealParis @zoehonsinger

64.2M views

Novig Just Sports

49
Confirmed: Sydney Sweeney knows ball.

Tubi: Interface Interruption

49
Tubi Interface Interruption | Super Bowl

7B impressions

Doja Cat's Mexican Pizza Jingle

48
Doja Cat’s TikTok rap about Taco Bell’s discontinued Mexican Pizza.

1K derivatives

Domino's Paving for Pizza

48
Don't Let Bad Potholes Ruin Good Pizza! Domino's Starts Paving for Pizza

1.1B impressions

IKEA: Made from husband material

48
IKEA Australia on Instagram: "If you know, you know"

It's a Tide Ad

48
It's A Tide Ad :60

3.6B impressions

Nara Smith Makes a Marc Jacobs Tote from Scratch

48
The Tote Bag, made from scratch by @Nara Smith

17M views

Rhode Lip Case

48
Hailey Rhode Bieber on Instagram: "just girly things 🦄💗🍒🌸"

Bentley Girl ASMR

47
Luxary ASMR test Bentley Mulsanne 🧠🗣️ #jetcarru #shorts #youtubeshorts

20M views

Coors Light: Case of the Mondays

47
Coors Light Chill Face Roller holding a beer can.

12.8B impressions

Doritos Rainbows

47
Doritos Rainbows bags beside rows of multicolored chips, from the campaign designer’s portfolio.

2B impressions

Dove #BlackHairIsProfessional

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

1.2B impressions

Duo’s Great Resignation

47
Agency creative showing Duo’s Chinese resignation letter dated March 11, 2026.

108M impressions

Pepsi Kendall Jenner Jump In

47
Pepsi Commercial - SNL

385M impressions

Extra Gum: The Story of Sarah & Juan

46
A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.

1.3B impressions

Monobank’s “Hunt for Lemons”

46
Netflix Ukraine on Instagram: "лимони всюдиииии 😌🍋"

25M impressions

First Look at Nintendo Switch

46
Nintendo’s video introduced Switch through scenes of TV, handheld and multiplayer play.

Peaked at #1

Norwich City and Samaritans: Check In on Those Around You

46
𝗔𝘁 𝘁𝗶𝗺𝗲𝘀, 𝗶𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗼𝗯𝘃𝗶𝗼𝘂𝘀 𝘄𝗵𝗲𝗻 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗶𝘀 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗶𝗻𝗴 𝘁𝗼 𝗰𝗼𝗽𝗲, 𝗯𝘂𝘁 𝘀𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝘀𝗽𝗼𝘁. Check…

Tarte’s Dubai influencer trip

46
#stitch with @christineabrahamm my thoughts on this Tarte influencer trip to Dubai

1B impressions

Burger King Google Home of the Whopper

45
A Whopper ad whose spoken Google command made nearby Home speakers read Wikipedia.

10.5B impressions

Equinox: We Don’t Speak January

45
It’s not you, it’s January. #ItsNotFitnessItsLife

2.4B impressions

HBO Max: The Re-Rebrand

45
What is dead may never die. HBO Max coming this summer. Same app, new-ish name.

10B impressions

MoonPie Lol Ok

45
Lol ok

1B impressions

Nike Dream Crazy

45
Believe in something, even if it means sacrificing everything. #JustDoIt

710M impressions

Bad Bunny Is Infinite for Calvin Klein

44
Bad Bunny Is Infinite | Calvin Klein Spring 2025

30M views

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

Unacademy Lesson No. 7

44
Eyes on the target and determination to break every barrier makes a champion! This International Day of Education, make a note to remember Lesson No 7 during tough times. #DhoniUnacademyFilm…

103M views

Assume That I Can

43
ASSUME THAT I CAN | World Down Syndrome Day 2024

35M views

Dove Cost of Beauty

43
Social Media's Impact on Kids' Mental Health: A Dove Film

11.1B impressions

Mr. Clean Cleaner of Your Dreams

43
A woman watched Mr. Clean dance while cleaning, then saw her husband doing the chores.

17.6M views

Pop-Tarts: The First Edible Mascot

43
Welcome to the Pop-Tarts Bowl.

4B impressions

Apple Welcome Home

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

Peaked at #1

Audi Andy Lau Xiaoman advertisement

42
Audi Secures Rights to Plagiarized Ad for Free

445M impressions

Government of Tuvalu: The First Digital Nation

42
Rising sea levels force Tuvalu to move to the Metaverse: COP27 speech

2.1B impressions

Haaland for the Win!

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

64M views

Peloton Let Yourself Go with Hudson Williams

42
Ashley Woodfolk (@ashwrites) on Threads

20M 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

IKEA Game of Throws

41
‘Night gathers, and now my watch begins…’ The loyal SKOLD rug – as worn by the IKEA Night’s Watch

778M impressions

Coperni’s spray-on dress

40
It wouldn’t be Paris Fashion Week without a major gasp moment – and the Coperni SS23 show concluded in the most spectacular fashion with Bella Hadid acting as a human mannequin for a spray-on dress…

MSCHF Microscopic Handbag

40
MSCHF on Instagram: "Microscopic Handbag by MSCHF🔬 Smaller than a grain of sea salt and narrow enough to pass through the eye of a needle, this is a purse so small you'll need a microscope to see…

$63.8K revenue

Buster the Boxer

39
John Lewis Christmas Advert 2016 - #BusterTheBoxer

22K sold

CRED Director's Cut: David Warner and S. S. Rajamouli

39
Warner bros 😉 @ssrajamouli

3.4M impressions

Duolingo x NIKI: Backburner

39
Platform taps NIKI for Gen Z language campaign

58M impressions

Jeremy Allen White for Calvin Klein Spring 2024

38
Jeremy Allen White in Calvin Klein Underwear | Spring 2024 Campaign

9M impressions

Duolingo’s TikTok Refugee Mandarin Campaign

38
Learning Mandarin out of spite? You're not alone. We’ve seen a ~216% growth in new Chinese (Mandarin) learners in the US compared to this time last year.

18.8M views

Vim Black for Men

38
Is this a joke?

330M impressions

Budweiser Born the Hard Way

37
People Want to Boycott Budweiser Over Its Super Bowl Immigration Ad | Fortune

Peaked at #1

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

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

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

Healthier on Ro with Serena Williams

36
Serena Williams injects herself with a GLP-1 weight loss drug as millions watch the Super Bowl. She dances and shows off how “convenient” it is to get GLP-1s using the Ro app. She even says you can…

12M views

Spotify Wrapped 2023

36
2023 #SpotifyWrapped has entered the chat.

Valtteri Bottas's Ultimate Second Car

36
Meat pie warmer? ✅ Budgie Smuggler clothes line? ✅ Kookaburra horn? ✅ Your first car could NEVER... So we made a second car that could. Purpose built for an Aussie road trip. @Uber_Australia…

17.3M views

Volkswagen Tiny Buzz

36
Yes! Did you see her go?!! So proud to finally introduce you all to my cousin... TINY BUZZ!!!🚐⚡️💨 #WEURO2022

Apple TV+: Silo in a Tweet

35
Award-entry board showing Apple TV’s original full-episode Silo tweet.

58M impressions

e.l.f.ino & schmarnes

34
so like, why is @elfcosmetics working with a man like matt rife who is extremely misogynistic and sexist when their primary demographic is women?

33.8M views

Gisou Girl Fridge

34
Create’s 107L Fridge Retro, the base model used for the Gisou gifting collaboration.

250 derivatives

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

Budweiser: Bring Home the Bud

33
New Day, New Tweet. Winning Country gets the Buds. Who will get them?

Friend pendant subway campaign

33
vandalized friend ad, totally saw that one coming

25.9M impressions

JD Sports x The North Face Big Ben puffer

33
JD Sports on Instagram: "We’re all on an expedition 🤝 #JD #JDSports #TNF #TheNorthFace #BensNotHot"

25.7M impressions

LEGO Tuxedo Cat Launch

32
Post by @LEGO_Group on X

14.4M impressions

RHB Lembaran Baharu (Forgiveness)

32
RHB Raya 2024 | Lembaran Baharu

232.9K impressions

Pusha T’s Arby’s Spicy Fish Diss Track

31
Just dropped a diss track with @Arbys. Grab some popcorn and a Spicy Fish Sandwich. #ArbysSpicyFishDissTrack #ArbysPaidMeButIWouldSayThisAnyway

5.7M views

CRED: Being Ravi Shastri Is Fun

30
Don't remember any of this.

1.5M views

Fall Guys Battle of the Brands

30
Official Battle of the Brands artwork showed the winning bidders around a SpecialEffect crown.

50M impressions

SKIMS Mens All-Star campaign

30
SKIMS MENS LAUNCHING 10.26

244M impressions

Durex Annu Kapoor true-friend advertisement

29
Durex India on Instagram: "Nolan : 0, Annu Kapoor : 1 . . . . . . #Collaboration"

806.6K impressions

Daniel Craig for Loewe Fall 2024

28
Daniel Craig for Loewe (2024)

196.7K views

Calm Ad Space of Silence

27
2024 Election - Calm Silent Ad

488.1K impressions

Chevrolet A Holiday to Remember

27
A granddaughter drove her grandmother with dementia through familiar places in a classic Chevrolet Suburban.

9.1M impressions

CRED’s Rejection with Gautam Gambhir

27
Rejection | ft. Gautam Gambhir | CRED

Denny’s Zoom-In Tweet

26
zoom in on the syrup

30M impressions

The Man Your Man Could Smell Like

26
Old Spice | The Man Your Man Could Smell Like

2.9M views

Popeyes: pope yes

26
Official Pope Yes campaign case board, showing the pun and reported reactions

BYD Yangwang U9 Pothole Jump

25
BYD launch photographs of the Yangwang U9 supercar.

Jacquemus Le Bambino bag buses

25
JACQUEMUS on Instagram: "I THINK I LIKE PARIS NOW 🫠"

8.8M impressions

Vaseline: The Real Nigerian Prince

23
Chris Okagbue on Instagram: "Scammers have been using the Nigerian Prince name. Now, they’re faking your Vaseline. Let’s put an end to counterfeits. Check if your Vaseline is real via WhatsApp. *…

844.9K impressions

Whopper Sacrifice

18
Whopper Sacrifice Facebook application shown in the campaign portfolio

Sabrina Carpenter for Skims Spring 2024

15
Sabrina Carpenter on Instagram: "hellooo it’s sabrina your spring @skims girl 💞🍒🐣 Spring intimates drop 4.03 at skims.com"

1.7M impressions

#PrimeiroAssédio

10

Lather Against Ebola

0

LASTESIS: Un violador en tu camino

0
LASTESIS performance participants in Valparaíso in late November 2019. Contemporary photograph of the November 29 mobilization, not the first November 20 performance.

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Response chain in every industry