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Viral Chart Highlights – another experiential marketing win from Coca-Cola.

By Mel Peck

May 29, 2013 | 4 min read

Viral Brand Chart Highlights - Kmart is back at the top of the Viral Brand Chart again this week, with its Big Gas Savings campaign, another humorous (if slightly juvenile) play on words. The ad, created by Chicago-based Draftfcb, follows the hugely popular Ship My Pants, which topped the viral chart last month. It’s not quite as funny as the first video and its success is at least in part due to the popularity of the prequel, but it’s a pretty smart move from the advertising agency to react so quickly with a follow up campaign, and with over 4 million views and counting, it’s certainly not doing too badly!

Entering the listings at number two is Coca-Cola’s Small World Machines, a new campaign attempting to break down barriers between India & Pakistan and create a simple moment of connection between the two nations.The video features two interactive screens set up in busy shopping centers, one in New Delhi, the other in Lahore – passersby were able to use the touch-screen interface to communicate, dance and trace smiley faces with their counterparts across the border. After they finished, the machine dispensed a free can of Coke to reward them for their efforts – all part of the brand’s larger mission to associate its product with happiness.

We’ve seen a massive rise in experiential advertising recently, with hugely popular ads from the likes of Nivea, TNT and Heineken being just a few to make it into the Viral Chart so far this year, and Coca-Cola is one of the many brands to cash in on the marketing trend. This latest campaign follows on from the soft drinks giant’s previous viral hit, Unlock the 007 in You, which was launched last year to coincide with the release of the new James Bond Film, and featured an interactive vending machine that challenged commuters to race against the clock across a busy London station to win exclusive tickets to a special Skyfall screening.The Coke brand has a long history of advertising focused around the idea of sharing and spreading happiness, from Coca-Cola Security Cameras to the Happiness Machine and this new campaign is part of a global project created by ad agency Leo Burnett, aiming to break down barriers and provide another expression of happiness on a global scale, (quite a different message than the one presented in the Greenpeace campaign targeting Coca-Cola that was trending in the chart a few weeks ago!)UGC Viral Chart Highlights - Will Smith certainly does love to relive the ‘good old days.’ It wasn’t that long ago that he was topping the UGC chart singing along side Gary Barlow in an impromptu rendition of 'The Fresh Prince of Bel-Air’, and last week he was back on the show again. This time he’s gone straight to the top of the UGC listings with a father son Fresh Prince rap combo, teaming up with 15 year old Jaden Smith, and clocking up nearly 13 million views in just 6 days.

Videos from YouTube Comedy Week have also been trending across the web this week, with a couple of entries making it into the UGC listings, including this little gem at number 2 in the chart...

For all of the chart news and the full run down of the most shared online videos this week, check out The Drum Viral Video Chart, powered VAN, or follow @JoinVan to stay up to date with the latest industry news and YouTube gossip.Join the Viral Chart mailing list for weekly updates on top trending videos!

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