THE BOOK OF LISTS: The 10 best viral campaigns

The 10 best viral campaigns as voted for by Campaign.

1. AGENT PROVOCATEUR

Sex sells and any clip featuring Kylie Minogue was always going to be a winner. CDP put her in a skimpy outfit and breaking a sweat while riding a rodeo machine and there was only ever going to be one choice for the number-one slot this year. According to the portal Lycos' viral chart, the Kylie execution had more than triple the number of views of any other work.

2. XBOX

Along with the gold Lion at Cannes, BBH's 51-second clip "Champagne" came to embody the soul of Xbox's launch campaign. Its popularity was such that the monitor DMC stopped tracking the success of the clip after more than 400 consumer-tailored variations had been monitored.

3. CHANNEL 4 BIG BROTHER

The range of virals for the show had the widest consumer appeal of any execution this year. At least six versions made Lycos' viral chart top 30. The most high profile, and the one that made headlines, was the full-text transcript "leaked" by Endemol of Jade and Spencer's conversation about geography. Classic.

4. JOHN WEST TUNA

It hasn't been around that long, but the Leo Burnett-created viral based on the Shark ad is quality. It looks set to be as popular, or at least as talked about, as the first execution of the man fighting a bear for a fish.

5. PEPSI

Abbott Mead Vickers BBDO's ads featuring football stars pitted against gargantuan Japanese wrestlers found new life on the internet. Coupled with a well integrated push using a game called "twang", developed by Graphico and available online and interactive TV, this resulted in a highly successful cross-media push.

6. WORLD CUP

The event of the year proved a breeding ground for a range of successful virals. Making the front page of The Mirror, the doctored image of the Argentinian defence at a free kick with handbags flooded e-mail in-boxes -- 1-0 England. Beckham getting payback for 1998. It was always going to be a winner.

7. KRAFT

The creative agency Attic Media and Zenith Interactive Solutions combined to develop a viral for Kraft's "back to school" promotion for Dairylea Lunchables. Kids could develop their own animated movies of up to 25 seconds, featuring different props, characters and sounds. Nickelodeon and Fox Kids Europe promoted the execution.

8. FORD FIESTA

Ford has a history of pushing the boat out with internet-only viral videos. This year, The Viral Factory created "burp" and "fetch" for the "get out more" campaign, featuring couch potatoes who spend too much time indoors.

9. IKEA

Developed by Leagas Delaney Paris for use as a pan-European campaign, the clever clip showed a child playing with toys, including a vibrator, to promote the brand's storage products.

10. MTV

This home-video-style clip of a child opening a Christmas present and destroying Granny with a light sabre deserves an honourable mention because it ran after the deadlines for last year's issue and is a case of brilliant brand building that proved extremely popular.

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