Twitter's Break-Out Pop Brands This Week

Jaden Smith, Nintendo and ... Geisy Arruda?

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A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:

  • You saw this coming: the World Cup takes our No. 1 spot this week. But Galvao Bueno, a Brazilian sportcaster, at No. 2? Really? Yeah, because a joke about Bueno took on a life of its own, thanks to mischievous Brazilian twitterers. Read my colleague Lauren Wentz's piece, "In Twitter Joke, Brazil Invents Story Around Phrase 'Cala Boca Galvao,'" for the full story.
  • The legit, non-jokey breakout celebrity entertainment brand on Twitter this week is 11-year-old Jaden Smith, son of Will Smith and Jada Pinkett Smith, and star of the surprise hit movie remake "The Karate Kid." And the ABC Family series "Pretty Little Liars," which premiered June 8, is the Twittersphere's favorite new guilty TV pleasure.
  • Jaden Smith is the star of the surprise hit movie remake of 'The Karate Kid.'
    Jaden Smith is the star of the surprise hit movie remake of 'The Karate Kid.' Credit: Columbia Pictures
  • Nintendo and Microsoft both appear in our Top 10, but look closely at the What the Trend point totals assigned to each, and you'll see that Nintendo had nearly twice the buzz; its announcement of a new 3-D gaming device at E3 (the Electronic Entertainment Expo) this week excited gaming fans much more than Microsoft's offerings. (What the Trend's algorithm calculates point totals -- and ultimately ranking on our chart -- based on duration and position on Twitter's Trending Topics chart.) For more details, read my brief report, from Wednesday, here.
  • You may have noticed headlines last November about Geisy Arruda, who became a national sensation in Brazil for wearing a pink mini-skirt to class at Bandeirante University, prompting not only rather intense harrassment from fellow students, but her expulsion. The university, as the Associated Press reported at the time, said that Arruda had disrespected "ethical principles and academic dignity and morality." Now she's back -- and a fresh target of abuse, particularly on Twitter -- thanks to her announcement that she's writing her autobiography. She's also, of course, working on her own all-pink clothing line.
  • (What the Trend Pro, the service I use to create this charticle, offers an in-depth look at hundreds of trends each week.)

    How is this chart made? See Notes, below.

    Trend Peak Position This Week Points Crowdsourced Description
    1 FIFA World Cup 1 44,298 The World Cup, the world's largest sporting event, is taking place in South Africa from June 11 - July 11. Tweets about various matches, teams and players.
    Subtrends include: #worldcup and dozens more (see whatthetrend.com for the complete list)
    2 Galvao Bueno Hoax 1 21,325 "Cala boca Galvão" means "Shut up Galvao". Galvão Bueno is the name of one of the most important sportscasters in Brazil but his cheesy catchphrases and excessive patriotism lead to stupid remarks during every Brazil match. No, it's not about saving a rare bird.
    Subtrends include: CALA BOCA GALVÃO, BOCA GALVÃO, Galvão dançando, CALA BOCA, Galvão
    3 Jaden Smith 1 4,386 Child actor star of "The Karate Kid."
    Subtrends include: Karate Kid, Jaden
    4 NBA Finals 2 4,268 Tweets about various games, teams and players.
    Subtrends include: For the complete list of subtrends see whatthetrend.com.
    5 Nintendo 1 2,724 Nintendo announced the 3DS, a 3-D gaming device.
    Subtrends include: Nintendo 3DS, Skyward Sword, Kid Icarus, Zelda Skyward Sword, Kid Icarus Uprising, Metal Gear Solid, Nintendo Press Conference, Donkey Kong Country Returns, Icarus game, Kirby Epic Yarn, Mario Sports Mix, Donkey Kong Country, Metroid Other, Goldeneye
    6 Twitter 1 1,554 Tweets related to Twitter's frequent outages and the appearance of the "fail whale" graphic.
    Subtrends include: #whiletwitterwasdown, #failwhale, Maldita Ballena, Twitter Over Capacity, Internal Server, #twitterisdyingbecause, Stupid Twitter, Ballena, Bandeirinhas, Ballenita
    7 Geisy Arruda 2 1,392 A Brazilian college student who suffered extraordinary hostility on campus last year for wearing a pink dress considered too short and too sexy has just announced her intention to write her own autobiography, which is causing a new wave of hostility towards her, now online.
    Subtrends include: Geisy
    8 Microsoft 2 1,336 Microsoft announced Kinect, a controller-free way to play games. Microsoft also introduced a new, slimmer Xbox console, nicknamed the "Slim." Crytek is developing a new game exclusively for the Xbox 360 titled "Codename Kingdoms" which appears to be a violent, historical gladiator-like game. Fable III is the third game in the Fable series of action role-playing games developed by Lionhead Studios and published by Microsoft Game Studios and is a semi-direct sequel to Fable II.
    Subtrends include: Kinect, Xbox 360 Slim, Codename Kingdoms, Fable III.
    9 Pretty Little Liars (TV Show) 2 1,191 "Pretty Little Liars" is a new show on ABC Family. It is based on a book series by Sara Shepard.
    10 BET Fandemonium 3 1,182 Fans of Chris Brown, Justin Bieber and other stars are supporting them for the BET Fandemonium contest. The winner will be announced at the BET Awards airing June 27th.
    Subtrends include: #betchris, #betjustin, #BETNicki

    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.

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