Here's Proof That Social-Media Buzz Does Not Necessarily Prompt Consumer Spending

The Most Tweeted Brands of the Week Chart

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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:

  • "Scott Pilgrim vs. the World" takes the top spot in our chart this week -- a bitter irony for the sci-fi action comedy that opened last Friday. Based on a popular graphic-novel series, the Michael Cera vehicle got some glowing notices from critics, including The New York Times' A.O. Scott, who praised its "disarming sincerity and a remarkable willingness to acknowledge ambivalence, self-doubt, hurt feelings and all the other complications of youth" -- which, come to think of it, isn't your usual formula for box-office gold. And so the $60 million film pulled in just $10.5 million in opening weekend U.S. box office. Worth reading: Josh Tyler of Cinema Blend, who has some theories about why it failed to find an audience. Those who did see it, by the way, are rather vocal about their love for it; on Metacritic, for instance, "Scott Pilgrim" has an average User Score of 8.8 (out of 10), which puts it in Metacritic's "Universal Acclaim" territory. In the end, the film's core graphic-novel niche audience is turning out to be very active in the social-media space, especially Twitter -- making "Scott Pilgrim" seem way more popular in the Twittersphere than it is at your local multiplex.
  • Michael Cera in 'Scott Pilgrim vs. the World'
    Michael Cera in 'Scott Pilgrim vs. the World'
  • Tweens are back in force this week with pop stars Justin Bieber and the Jonas Brothers back in our Top 10.
  • I usually don't include fleeting Twitter hashtag trends in tallying this chart, but I'm making an exception for #IsmileWhen
  • because it connects directly to Twitter King Bieber, who has had a smash-hit single with "U Smile," which includes the chorus "Cuz baby / You smile, I smile / Cuz whenever / You smile, I smile." (Additional FYI, dear reader: Your lips, according to this song, are Mr. Bieber's "biggest weakness.") And mentioning that song gives me an excuse to link to this bit of awesomeness from earlier this week: "How to Make Justin Bieber Sound Incredible: Slow Him Down 800 Percent" -- a must-read Gawker post that's closing in on half a million page views as of this writing.

How is this chart made? See Notes, below.

Trend Peak Position This Week Points Crowdsourced Description
1 Scott Pilgrim vs. The World (Movie) 1 16,815 "Scott Pilgrim vs. The World," starring Michael Cera, is a fantasy/sci-fi movie in which a boy takes on the girl of his dreams ex-boyfriends in order to win her heart. The movie came out August 13th.
Subtrends include: Scott Pilgrim, Pilgrim
2 Various Brazilian political brands 1 6,906 For more about tweets surrounding the Brazilian presidential elections, visit
3 Soccer/Football 1 6,835 Tweets about various teams, players, matches.
Visit for a complete list of subtrends.
4 Inception (Movie) 3 6,534 "Inception" is a 2010 sci-fi action thriller film written, produced and directed by Christopher Nolan. The film stars Leonardo DiCaprio. "Inception" was released in both conventional and IMAX theaters on July 16, 2010.
5 Dona Delma Hoax 2 4,323 Dona Delma was a fake persona created to reach Brazilian Tranding Topics. It came from a popular social network known called Orkut.
6 The Expendables (Movie) 4 4,321 People are tweeting about the new action movie "The Expendables," starring Sylvester Stallone.
7 #IsmileWhen 2 3,036 People are saying what makes them smile.
8 Super Junior 2 2,955 SS3 stands for Super Show 3, South Korean boy band Super Junior's concert for their 4th album. Indonesian E.L.F.'s (Super Junior fans) want Super Show 3. HeeChul, member of Super Junior, dressed up as Lady Gaga for their SS3 concert and now fans call him as Lady Hee.
Subtrends include: SS3, #indonesiawantsss3, Lady Hee
9 Justin Bieber 1 2,064 Pacaran is Indonesian for "in a relationship." Indonesians are tweeting about a hypothetical relationship between Justin Bieber and Selena Gomez. Silly Bandz are rubber or silicone bracelets that are worn and collected. They are trending because a Justin Bieber version is coming out.
Subtrends include: Bieber-Selena Gomez Pacaran, Silly Bandz, #UKBieberDay, Bieber-Selena Gomez
10 Jonas Brothers 1 1,603 Joe Jonas from the Jonas Brothers celebrated his 21st birthday this week. Ashley Greene, who plays Alice Cullen in the "Twilight" Saga, is rumored to be dating Joe Jonas; their celebrity couple name is "Jashley." Venezuelan fans are showing to the world that they want @JonasBrothers back.
Subtrends include: #Happy21stBdayJoeJ, Ashley Greene, Happy21stBdayJoeJ, Jashley, VenezuelaNeedsJBros

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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