Viral marketing campaigns: Real-world spectacle

Cases
75
Median Spread Score
43
Most started on
YouTube36%
First post to peak
3 days

By mechanic

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

Daily Star’s Liz Truss Lettuce

63
LIVE: Can Liz Truss outlast a lettuce?

1.25B impressions

Hyundai: A Message to Space

56
Hyundai : A Message to Space

70M views

Husqvarna: DOOM Mowers

53
HUSQVARNA x DOOM

3.8B impressions

Jake and the Kelces

53
In my red era with Mama MaAuto

2.6B impressions

LEGO Technic McLaren P1: The Ultimate Challenge

53
The Ultimate Challenge with Lando Norris | LEGO Technic

15B 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

Burger King Whopper Neutrality

52
An in-store video stunt that charged more for faster Whoppers to explain net neutrality.

4.3B impressions

(di)vision tablecloth dress

52
how they closed the (di)vision fw23 rtw show at copenhagen fashion week

5M views

Love Has No Labels

52
Campaign graphic with two skeletons and a framed photograph of clasped hands.

1.5B impressions

The Epic Split

52
Volvo Trucks - The Epic Split feat. Van Damme

73M views

Instacart: For Papa!

50
Spike Jonze’s extended Instacart musical with Ben Stiller and Benson Boone competing over banana ripeness.

22B impressions

Netflix: Alcaraz Signs

50
Who/what/where/when? “N” 🖊️ @carlosalcaraz @BNPPARIBASOPEN

1.2B impressions

The Unburnable Book

50
The Unburnable Book: Margaret Atwood’s THE HANDMAID'S TALE

12B impressions

Billie's Scratch-and-Sniff Armpits

49
Billie on Instagram: "Love the fresh smell of @billie pits in the morning #whatisnewyork #billiepartner"

1.75B impressions

Dilly Dilly

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

4B impressions

Robert Downey Jr. Delivers a Real Bionic Arm

49
Microsoft video of Robert Downey Jr. giving Alex Pring an Iron Man-themed arm made by Limbitless Solutions.

2B impressions

Rocket "Own the Dream" Super Bowl singalong

49
Rocket: Take Me Home Rocket | Super Bowl LIX | Rocket | 50 comments

7B impressions

Business Iceland: OutHorse Your Email

48
OutHorse Your Email to Iceland’s Horses

3.7B impressions

Domino's Paving for Pizza

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

1.1B impressions

Emirates Burj Khalifa A380 flypast

48
See you at Dubai Expo | Emirates

17.5M views

Fiat Operation No Grey

48
FIAT | Waiting for… operation No Grey

10.2M views

AVAVAV Fake It Till You Break It

47
Avavav on Instagram: "AW23 - ‘Fake it til you break it’ Creative director - @beate.karlsson Film director - @danielhallberg Photographer - @petroli0 Videographer - @leo.casalini Mua -…

128.1M views

Ford Capri: The Legend…Is Back

47
Miles Myerscough-Harris | Expired Film Club on Instagram: "Shooting 35mm film during the opening game of @EURO2024 at a German Bierkeller 🎞️🍻 the German fans went mad! Do you like the results?…

1B impressions

Frida’s Breast Milk Ice Cream Campaign

47
‘Breast milk ice cream’ now available: What’s really inside

7.8B impressions

Nike Breaking2 Race

47
Nike’s live broadcast of its attempt to run a marathon below two hours at Monza.

30M impressions

Penguins International: Protest March of the Penguins

47
PROTEST MARCH OF THE PENGUINS

1.1B impressions

Merge Mansion: Pedro Pascal

46
A Twisted Game, a mockumentary ad with Pedro Pascal as Detective Tim Rockford.

1B impressions

Payless Palessi

46
The Payless Experiment

8.8B impressions

Tarte’s Dubai influencer trip

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

1B impressions

Duolingo on Ice

45
Introducing Duolingo On Ice!

97M 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

Cybertruck vs Porsche Drag Race

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

73.8M impressions

LEAD FROM BEHIND: Ryan Reynolds and Rob McElhenney

44
Rob & Ryan Lead From Behind

3.3B impressions

The Elections Edition

43
'النهار' و'إيمباكت. بي.بي.دي.أو' يحصدان الجائزة الكبرى في 'كان ليونز'… احتفاءً بالديموقراطية والإبداع!

Back Market: Hack Market

43
Back Market - Hack Market (ENG)

100M impressions

BARK Air: Dogs Fly First

43
Introducing BARK Air: A 100% totally real airline for dogs. We're dog people, and we are tired of there being no truly dog-friendly options when it comes to air travel. Now booking the best-in-class…

17.8B impressions

Doja Cat Eats MAC Lipstick at the VMAs

43
NOT DOJA EATING HER OWN LIPSTICK LMFAOOO THIS DIVA😭😭😭 #VMA

9.5M views

Duolingo at the Sweat Tour

43
duolingo birds at SWEAT

22M impressions

Grindr: I Wool Survive

43
The knitted Knight look on the I Wool Survive runway, from Grindr’s official collection gallery.

2.4B impressions

Pop-Tarts: The First Edible Mascot

43
Welcome to the Pop-Tarts Bowl.

4B impressions

ROC by Ronaldo: Cristiano Ronaldo in Disguise

43
51M views · 523 reactions | People are going to think that I’m crazy! #LIVELIFELOUD Click here to check out my new brand at ebay.com/roc | Cristiano Ronaldo

Peaked at #1

Amazon Finds a Way

42
Special delivery... #AmazonFindsAWay #JurassicWorld

50.8M impressions

Gucci Twinsburg

41
The Gucci Twinsburg Fashion Show

Peaked at #6

School of Football

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

14K derivatives

Nike Air Max Shinjuku 3D billboard

41
＼📣放映開始／ AIR MAXの誕生35周年を記念して、 #クロス新宿ビジョン に巨大な #ナイキ の3Dシューズボックスが登場👟✨ 3月21日(月)より27日(日)までの放映です▶️

200M 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…

We Trust Leon

40
Porsche x Resident Evil Requiem: We Trust Leon.

3.9M views

Reiss Finance Bro Flash Mob

40
Stop looking. We’ve found them. #fyp #maninfinance #finance #leadenhallmarket #londontiktok #reiss @ultimateeventdancers @Billen Ted @Girl On Couch @itsadamlyons_

3M views

Cash App and Timothée Chalamet’s Sphere stunt

39
Timothée Chalamet on Instagram: "MARTY SUPREME OUT IN 3 DAYS TICKET LINK IN BIO"

1.3M views

Brad Pitt and George Russell: Mercedes-AMG Valet

38
The Drift of a Lifetime

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

Virginia State’s Boots On The Ground Commencement

38
Our graduates are ready to hit the ground running. In fact, they already got their " BOOTS ON THE GROUND."

2M 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…

Volkswagen Tiny Buzz

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

Coperni robot dogs

35
Robots abren el desfile de Coperni FW23 #pfw

216.7K impressions

Specsavers van on a bollard

35
Should have gone to... Oh, wait

150M impressions

In Plain Slate

34
#slateyourstory #openinfluence #automarketing #influencermarketing #brandlaunch | Gem Garcin

Gymkhana 2022: Vacation Shred

34
[HOONIGAN] Gymkhana 2022: Travis Pastrana Goes BERSERK in Florida in a 862HP Subaru Wagon

27M views

Electrikhana: High Stakes Playground, Las Vegas

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

100M impressions

Budweiser: Bring Home the Bud

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

Coperni Air Swipe Bag Reveal

33
coperni on Instagram: "The Air Swipe Bag Composition: 99% air 1% glass Weight: 33 grams Dimension: 27x16x6cm Made of NASA’s nanomaterial silica aerogel, the lightest solid on planet Earth, the Air…

4.5M views

Duo’s Sumo Showdown

32
【大切なご報告】

90M impressions

Barbie: Imagine the Possibilities

31
Imagine The Possibilities | @Barbie

ForteBank Humanity Chain

31
Алматы в центре мирового внимания: арт-объект «Единство» стал новой точкой притяжения

16M impressions

McMurtry Spéirling Drives Upside Down

30
WORLD FIRST: Driving Upside Down in McMurtry Spéirling Electric Hypercar | Top Gear Record Holder

Chipotle Lid Flip

28
Chipotle on Instagram: "💯"

111K derivatives

K18 Tumblehair

28
answering commonly asked questions about the K18 Hair Tumblehair: — the scale wasn’t arbitrary! Measuring 10’ in diameter and comprised of more than 167B human and synthetic hairs, the TumbleHair… |…

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? 👀"

Volkswagen Das Chair

28
The Volkswagen electric office chair with its headlights illuminated.

586 views

Heliot Emil Man on Fire

26
Model on Fire at Heliot Emil FW23!🖤

1.2M views

BYD Yangwang U9 Pothole Jump

25
BYD launch photographs of the Yangwang U9 supercar.

Renault Scenic’s Tesla-Detecting Billboard

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

16.3K views

Marc Jacobs’s Flaming Anniversary Cake

21
Marc Jacobs on Instagram: "Marc Jacobs at the office on 72 Spring Street, NY. #MJ40"

7M views

UTEC drinking-water billboard

17
Residents collecting water from UTEC’s humidity-condensing billboard installation. Contemporary photograph in UTEC’s February 2013 launch announcement.

3M views

Will It Blend?

11
Will It Blend? - Marbles

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Real-world spectacle in every industry