I've got two good reasons why I'm counting Easter as a brand in this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend. First, it's obviously a huge, feel-good branding opportunity for the embattled Catholic Church and for marketers looking to sell all manner of secular Easter-themed crap that nobody really needs (e.g. Peeps). Second, Easter's presence here keeps that greedy Justin Bieber kid from claiming the No. 1 spot on our chart once again.
Elsewhere in our Top 10, sports (the NCAA and European football) did well, as did other pop-culture brands (Nicki Minaj, Lil Duval, Jonas Brothers and Never Shout Never) and, inevitably, Apple (thanks to the iPad and the iPhone 4.0 OS announcement). But I'm most entertained by Twitter itself trending once again, largely because of a brief service outage April 5, which caused Twitter addicts to go nuts -- and then tweet about how they coped with Twitter withdrawal, using the hashtag #whentwitterwasdown, once Twitter was back up. Sample tweets:
- I don't know what to do. One word: bored
- I was hoping they were busy clearing out the Beliebers. Sadly I was wrong.
- I cried
- I almost had a stroke
- I realized my phone did this other shit they call "Texting" a strange more primitive form of tweeting!
- I complained about it on facebook
- Wait...hold on... twitter was down?? Damn didn't notice... guess cuz I have a life
Other brands that loomed large on Twitter this week but didn't quite crack our Top 10: Doctor Who, Tiger Woods, Adam Lambert, TOMS Shoes (which held its "One Day Without Shoes" event on Thursday to raise awareness about people in impoverished countries who don't have shoes) and CollegeHumor.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Easter||1||3||9,671||People are wishing one another Happy Easter, which occurs this year on Sunday, April 4th. For Christians, Easter is the celebration of the resurrection of Jesus Chris. On April 5, the annual 'Easter Egg Roll' event took place on the South Lawn.
Subtrends include: Happy Easter, Frohe Ostern, Happy Resurrection, #HappyEaster, Feliz Páscoa, He Is Risen, Church, Peeps, Risen, White House
|2||Justin Bieber||1||1||7,742||Although Justin Bieber had been trending for weeks, his fans are upset because Twitter supposedly blocked his name from being able to trend for awhile. Caitlin Beadles, (@godsgirl8494), ex-girlfriend of the pop sensation, was hospitalized for surgery. People also wished a happy birthday to Pattie, mother of Justin Bieber.
Subtrends include: My World 2, #letbiebertrend, #BelieberFamily, Beliebers, #prayforcaitlin, Belieber, That Should Be Me, #happybirthdaypattie, U Smile, #LetJBTrend, Beiber, #Bieberismylove, #OMBidothistoo, Canada
|3||1||New||1,876||People are tweeting about why and when you should delete your Tweets. Twitter was down for approx 20 mins, April 5. People are tweeting about what they did when they couldn't tweet. People are talking about trending topics (#TT) on Twitter.
Subtrends include: #deleteyourtwitterif, #WhyPeopleOnTwitter, #whentwitterwasdown, #tt, I'm here to stay!
|4||Apple||1||New||1,829||Apple's will release version 4.0 of the iPhone operating system this Summer. The iPhone will finally get multitasking support.
Subtrends include: iPhone OS 4, Apple iPad, iPads, #ipad, First iPad Jailbreak, #iPhoneos4, iAds, Multitasking, Apple's iPhone OS 4, iBooks, Apple's iPhone OS 4, Million Apps, See How Your Website, Iphone, Insanely Great iPad, Game Center, Folders, OS4, HTML5, Trouble In Paradise, Preview Coming
|5||March Madness||1||3||1,742||Duke defeated Butler in the NCAA championship, 61-59. Jennifer Hudson replaced Luther Vandross singing "One Shining Moment" at the finale of the NCAA basketball tournament. Stanford lost to UCONN for the NCAA Women's Championship.
Subtrends include: Duke, Butler, UConn, NCAA, Go Butler, One Shining Moment, Coach K, Baylor, Maya Moore, Fuck Duke, WVU, Michigan State, Bob Huggins, MSU, Clark Kellogg, Final Four, Da'Sean Butler, C'mon Butler, Matt Howard, Jennifer Hudson, Zoubek, Stanford, West Virginia, Da'Sean Butler, Brad Stevens, NIT, Scheyer, Hoosiers, Blue Devils, WAP, Brittney Griner
|6||Jonas Brothers||1||New||1,739||The boy band whose members are brothers Kevin, Joe and Nick. Everybody is showing their love for Kevin Jonas. People are tweeting about Jonas Brothers concert experiences. The Jonas Brothers' softball team teaam was started by @JoeJonas.
Subtrends include: #JonasBrothers, #welovekevinj, #AtaJonasConcert, #roaddogs, #NJDiabeticHero
|7||Nicki Minaj||2||New||1,355||People are shouting out to girls for doing different things. Started by @NICKIMINAJ -- Nicki Minaj. Money Over Men was also started by @nickiminaj.
Subtrends include: #shoutout2dagirlz, Money Over Men
|8||Lil Duval||1||New||1,195||Started by @lilduval people are saying when others need to retire die or just give up (#ClockOut) @lilduval's version of OMG facts What people will tweet b4 they die; started by my hunny @lilduval @LilDuval RTs: "all u n***** that say "rise and grind" every morning...........APRIL FOOLS!"
Subtrends include: #ClockOut, Omgduvalfact, #lasttweet, Rise and Grind
|9||Never Shout Never||1||New||1,177||@christoferdrew (vocalist of Never Shout Never) told people who he "really is" on his blog, and people are tweeting about who they really are as well.|
|10||European League Football||2||3||974||Tweets about football games across Europe.
Subtrends include: Arsenal, Chelsea, Barca, Lionel Messi, Nani, Rooney, Bayern, Burnley, Manchester United, Drogba, Messi, Chicharito, Joe Cole, Bayern Munich, Macheda, Olic, Man Utd, Bendtner, Champions League, Barcelona, Typical Germans, Arsenal 1-0 Wolves, Man City, #mufc
1. WTT tracks the appearance of topics on the Twitter Trending Topics list and each week ranks the brands (broadly defined to include marketers, products and celebrity/entertainment brands) with the most cumulative staying power. Explanations of trends are solicited from WTT users, Wikipedia-style; a community-voting system is designed to highlight the best explanations while burying lame or prank explanations.
2. For the purposes of this chart, we collect and process data until 12 midnight EST on Thursday night before each Friday's publication.
3. We broadly define "brands" to include major marketers (e.g., Apple) and branded products (e.g., iPad), as well as celebrity and entertainment brands (e.g., Lady GaGa, American Idol). Ad Age works with WTT to consolidate multiple threads of brand chatter (e.g., Apple, iPad, iTampon, Apple Tablet) into one position on the chart when it's clear related Twitter conversations are basically all about the same topic, even if they use different keywords.
4. In WTT's proprietary trend-tracking system, points are awarded for both duration and rank in the top 10 trending topics on Twitter. The longer the duration, and the higher the overall rank, the more points are awarded. Measurements are taken in five-minute increments.
5. The crowdsourced trend explanations above are quoted as they appear on WTT, and therefore may have stylistic and grammatical quirks that don't adhere to normal Ad Age editorial standards.
For more information about What the Trend, visit the WTT FAQ. And check out WTT's Week in Review, compiled by its in-house editors and covering an expanded general list of Top 20 trends (including hashtag trends) here.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.