It's not a huge surprise that Earth Day (last Thursday) did well in our Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend. But Weed Day (Tuesday, Apr. 20, a.k.a. 4/20)? It's always a marvel that potheads can even remember to celebrate it. (According to Urban Dictionary, "The term '420' originated at San Rafael High School, in 1971, among a group of about a dozen pot-smoking wiseacres who called themselves the Waldos. ... The term was shorthand for the time of day the group would meet, at the campus statue of Louis Pasteur, to smoke pot. Intent on developing their own discreet language, they made '420' code for a time to get high, and its use spread among members of an entire generation.")
Wait, what were we talking about again? Oh, right, Weed Day, which, it turns out, was a terrific branding opportunity for snack-food marketers and other purveyors of munchies-relief -- particularly in regard to the 4/20-related hashtag #imsohigh. Sample tweets:
- #imsohigh I can eat a whole bag of CHEEZ-IT
- #imsohigh I called a phone sex line and thought it was Pizza Hut
- #imsohigh I'm up in McDonalds drive-thru ordering 3 single fries & free water. Tryna save money to cop more trees
Yeah, people tweeted about lots of other things last week (including "Glee," the NBA, the British Prime Ministerial debates and some kid named Bustin Jieber -- or something like that) but to me Weed Day tweets are the ultimate demonstration of the brand values of a microblogging service that requires virtually no attention span ... and is almost as easy to use as a bong.
FYI: Other brands that loomed large on Twitter last week but didn't quite crack our Top 10: Apple (thanks to Gizmodo's controversial coverage of the next-generation iPhone that one of its engineers accidentally left behind at a bar), "American Idol," Jared Leto's band 30 Second to Mars (Indonesian fans have been engaged in a Twitter campaign to beg the band to tour their country), Goldman Sachs (for ruining everybody's fun except their own) and "Kick-Ass," the movie. (What the Trend Pro, the service we use to create this charticle, offers an in-depth look at hundreds of trends each week.)
Editor's Note: This chart, which is usually published every Friday afternoon, appears today due to production issues -- entirely unrelated to Weed Day. It'll return to its usual slot this Friday.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Justin Bieber||2||1||6,982||The young Canadian R&B/pop singer has a lot of fans who like to tweet about him.
Subtrends include: #JustinTalksToSwans, #StopBieberHate, Somebody to Love, Bieberfact, Eenie Meenie, Tokyo, #iBiebersmile, #RIPLolaBieber, #goodluckbieber, #BieberWorldJDB, #bieberswag, My World 2, #ibieberdream, Belieber, #bieber2million, Bieber
|2||Earth Day||1||New||3,504||Apr. 22 is Earth Day, a day to appreciate the Earth and the environment.
Subtrends include: Happy Earth Day, #earthday, Celebrate Earth Day, Celebrate Earth, #GoGreen
|3||UK Parliament||1||1||2,354||The leaders of the UK's three main political parties, Gordon Brown, David Cameron and Nick Clegg, have been participating in the televised Prime Ministerial debates.
Subtrends include: #leadersdebate, #nickcleggsfault, Nick Clegg, David Cameron, YouGov, ComRes, Cameron, Gordon Brown, Sky News, Cornwall, Kay Burley, Clegg, ITV, Labour
|4||NBA||2||2||2,282||People are tweeting about the NBA playoff series.
Subtrends include: Cavs, Lakers, Kobe, LeBron, Bulls, Spurs, Melo, Ron Artest, Celtics, OKC, Brandon Jennings, Thunder, James Johnson, Utah, Paul Pierce, Joakim Noah, Hawks, JR Smith, Jesus Shuttlesworth, Mavs, Shaq, Shannon Brown, Denver, Cleveland, Marcus Camby, Nuggets, Charles Barkley, LeBron James, Blazers, Derrick Rose, Did Lebron, Heat, #RonArtest, Bobcats
|5||Super Junior||1||2||2,085||People are tweeting about Super Junior, a Korean boy band, and its members.
Subtrends include: #weloveSungmin, #weloveSiwon, #weloveHenMi, Gentleman Mimi, Sungmin, #weloveHeechul, Super Junior, Zhoumi, Heechul, #heechulpetals, Siwon, F~good
|6||Gang Starr||2||New||1,738||One of the greatest emcees of all time, Guru of Gang Starr, has passed away after a battle with cancer on April 19, 2010.
Subtrends include: RIP Guru, #ripguru, Gangstarr, Hip-Hop, DJ's
|7||1||2||1,637||People are welcoming other people to Twitter and letting them know what they should expect. A Twitter conference took place place in New York City. People are explaining the reason they blocked someone. People are tweeting the times when they like to tweet. RTs from Twitter's @Spam account: "If you get an email saying that you have 'unreaded' messages at Twitter, it's not legit. Don't click!" RTs of a @Mashable piece: "5 Unique Ways to Use Twitter for Business"
Subtrends include: #WelcomeToTwitter, #140conf, #BlockedUBecause, #ilikedtwitterwhen, #twitter2010, #infolimit, unreaded, Unique Ways
|8||4/20 Weed Day||2||New||1,520||4/20, Weed Day, is a counter-cultural holiday on which people gather to celebrate and consume marijuana and promote its legalization.
Subtrends include: #crackheadthoughts, Happy 420, #420Lies, #imsohigh, #420, #TheLoveway420
|9||Glee (TV Show)||1||2||1,496||"Glee" is a comedy-drama-musical series on Fox which returned on Apr. 13 after a long hiatus. It also returned to British TV on Apr. 19. Britney fans around the world are asking for an episode of "Glee" dedicated to the Princess of Pop. "Glee" featured a remake of Madonna's pop hit "Vogue." Sue Sylvester is a character played by Jane Lynch. Finn is the name of the male lead.
Subtrends include: #BritneySpearsGLEE, Madonna, Sue Sylvester, Finn
|10||Iceland (Volcano)||2||3||1,403||(H)ashtag is a hashtag for users discussing volcanic ash from Iceland, which is affecting air travel in North and Northwestern Europe.
Subrends include: #ashtag, Hekla, Icelandic, Iceland, Lightning Above, All UK, Eurostar, Expanding, Flickr Pics And, Royal Navy, Eyjafjallajökull, Iceland volcano
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.