Activision scored big this week with a pair of ads promoting the latest expansion of the popular Xbox One videogame “Destiny: The Taken King.” Ranking first with over 10 million online views and 44,000 social actions was “Evil’s Most Wanted,” featuring the Led Zeppelin classic “Black Dog” and helmed by “Tron: Legacy” director Joseph Kosinski.
In third was another ad for the same game, “Launch Gameplay,” which also featured the Led Zeppelin song, generating over 2.3 million online views and 14,000 social actions. Only the Johnny Depp head-scratcher “The New Fragrance” hawking the new Dior Sauvage cologne managed to break up the pair, generating over 6.7 million online views and 40,000 social actions.
Meanwhile, the “Legacy” ad for the new Forza Motorsport 6 game took the fifth place spot, while the NFL on Xbox ad “Professor of Game Day Evolution” continued its streak for the third straight week in eighth.
Top 10 Ads by Digital Share of Voice
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1. Destiny: The Taken King: Evil’s Most Wanted
6.59% Digital SOV 10,176,794 Online Views 44,211 Social Actions
2. The New Fragrance
5.00% Digital SOV 6,767,596 Online Views 40,027 Social Actions
3. Destiny: The Taken King- Launch Gameplay
1.79% Digital SOV 2,396,834 Online Views 14,485 Social Actions
4. It’s Not a Phone, It’s a Galaxy: Wireless Charging
1.13% Digital SOV 1,158,091 Online Views 11,511 Social Actions
5. Forza Motorsport 6: Legacy
0.92% Digital SOV 1,527,560 Online Views 5,430 Social Actions
6. Breakup
0.82% Digital SOV 854 Online Views 14,053 Social Actions
7. Imagination
0.74% Digital SOV 1,494,946 Online Views 2,572 Social Actions
8. NFL on Xbox: Professor of Game Day Evolution
0.63% Digital SOV 1,153,256 Online Views 2,900 Social Actions
9. Serena Williams: Rise
0.55% Digital SOV 588,052 Online Views 5,437 Social Actions
10. Rule Yourself: Tom Brady
0.39% Digital SOV 171,083 Online Views 5,509 Social Actions
Excludes Movie Trailers.
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