TelevisionWeek is trawling video-sharing Web sites to find the hottest clips spreading on the Internet.
The setup: Usually a marketing campaign doesn’t warrant being deemed the viral video of the week. But the way “Saw III” has sunk its teeth into the phenomenon of viral video for the third installment of the Lionsgate trilogy is chilling, bloodcurdling, creepy and everything it should be-thus an example for all marketers. Click on the “Saw III” video on YouTube and that creepy “Saw” guy says, “Are you watching me on YouTube? Up until now you’ve just sat there as a voyeur watching other people in their videos without care to who that person is.” Click on the promo on MySpace and he says, “Are you watching me on MySpace?” Break.com ups the ante a bit, hiding the promo as a post-roll behind loosely related videos, such as an amateur Ukrainian dentist pulling out his friend’s tooth or a woman taking a shower. The videos are scary, they are creepy and they are perfectly viral.
The source: Lionsgate, the studio behind the horror flick, created the promos for each viral video site.
The hits: By Oct. 26 the promo had generated 1.3 million views on YouTube, 1 million on MySpace and more than 1.6 million in its various forms on Break.
VIDEO: ‘Are You Watching?’