Electronic Arts' FIFA 13 spent its second week atop Ad Age 's Brand Chatter chart with another big increase in Twitter mentions from its usual level, according to Bluefin Labs. It's not hard to see why: When One Direction boy-bander Niall Horan (6.8 million followers) and musician Darren Flynn (42,000 followers) took their FIFA rivalry online, followers retweeted their trash talk in droves. But! Let's not forget FIFA's star-studded TV spot and extended web video in which a gamer plays FIFA 13 against ... Lionel Messi.
Otherwise, gaming brands dominate the chart this week as new game releases and associated chatter also helped the likes of Sony PlayStation, GameStop and Halo.
The presidential race also set Twitter alight, however, with two brands, ChapStick and ExxonMobil, trending as a result of a candidate's quote or a celebrity retweet. ChapStick surged when "Family Guy" creator and soon-to-be Oscar host Seth MacFarlane tweeted: "If I were moderating this debate, the first thing I'd do is offer Romney some Chapstick." ExxonMobil got some negative attention when President Obama's quote hit the twittersphere: "Does anyone think Exxon Mobil needs extra money, every time you go to the pump?"