A few days before we launched our TV spot, we released what appeared to be an authentic high school video of an amazing play. A slew major blogs and news sites thought it was real and ran articles around its awesomeness, resulting it 360k views in the first 24 hours. Once we launched our spot and the blogosphere realized that the scrimmage flip video was actually made from scratch to be part of an AT&T commercial, it launched an even bigger second wave of interest.

On launch day alone, there were 395,000 views of the spot, and within days, it would top a million. And because the clip was seeded by blogs and news sites, 60% of those views happened in places other than YouTube. A bunch of people made youtube memes of the video and the “hello!” call out even worked its way into the vernacular of ESPN sports anchors. Thru January 29th, “Hello” averaged 159 social posts a day, 75% of comments were positive. And there 858 social mentions on January 8th alone.