The Winter Olympics may be over, but for the brands who released video ads during the Sochi Games, the action is only just starting to heat up online. But which advertisers are currently at the top of the podium and which are falling flat on their faces on the ice? Well, our friends at Unruly Media have compiled a chart of the most shared online ads of the Winter Games, from official sponsors to brands just looking to hijack one of the biggest sporting events in the calendar.
To take a look at the chart, which will continue to be updated throughout the year, just click here.
As you will see (and as I predicted a couple of months ago), the most shared video ad is “P&G Thank You, Mom | Pick Them Back Up | Sochi 2014 Olympic Winter Games.” Published on Jan. 5, 2104, the video’s description says, “For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom. Learn more about P&G on their Facebook page.” As of this past weekend, the video had more than 18.7 million views and over 647,000 shares.
In second place is “Canadian Institute of Diversity and Inclusion | Luge.” Published on Feb. 4, 2014, the video’s description says, “The games have always been a little gay. Let's fight to keep them that way. Show your support for the equality of all athletes by changing your Facebook profile picture with us at bit.ly/keepthegamesgay.” As of this past weekend, the video had almost 5.7 million views and close to 312,000 shares.
In third place, is “Gay Mountain | Channel 4.” Published on Feb. 6, 2014, the video’s description says, “Good luck to everyone out in Sochi from Channel 4. Watch Channel 4's Hunted Dispatches on 4oD: or download your own extended mix of Gay Mountain here.” As of this past weekend, the video had more than 1.4 million views and almost 132,000 shares.
Video Ads: Sochi 2014 Winter Paralympic Games
What can I add that’s worth saying? Well, keep your eyes open for a couple of new video ads that have just been launched for the Sochi 2014 Winter Paralympic Games, which started last Friday.
One worth watching is “P&G Thank You, Mom | Tough Love | Sochi 2014 Paralympic Winter Games.” Published Feb. 19, 2004, the video’s description says, “You believed I could accomplish anything. And now so do I. Thank You, Mom. Learn more about P&G Thank You, Mom on their Facebook page.
Another one is Samsung Mobile’s “What's Your Problem? Sport Doesn't Care - Sochi 2014 Paralympic Winter Games.” Published on Feb. 26, 2014, the video’s description says, “Sochi 2014 Paralympic Winter Games. Sport doesn't care about abilities or disabilities. Sport makes no distinctions. All that matters is that you give your best to win. What's your problem? Sport Doesn't Care.” As of this past weekend, the video already had more than 828,000 views and over 33,500 shares.
A third worth checking out is “Paralympic Alpine Skier Heath Calhoun, A Proud Member of BP’s Team USA.” Published on Nov. 11, 2013, the video’s description says, “Paralympian Heath Calhoun, a U.S. army veteran who was injured in Iraq and had both legs amputated, is training hard for the Sochi Winter Games. Visit the BP Team USA page for more about Heath Calhoun, Lolo Jones, Ashley Wagner, Julie Chu, Kikkan Randall, and Tatyana McFadden.” As of this past weekend, the video had more than 26,000 views and over 1,300 shares.
All in all, it’s surprising how few brands created videos ads for the Sochi Olympics that are worth sharing. It’s almost as if most of the brands that excel at creating social videos were focused on either the Super Bowl or the World Cup. With the exception of P&G and a couple of other brands, the Winter Olympics was the road not taken.