This week, Lego created superhero chatter, AT&T got political, and Pepsi made a splash with Peeps and Kpop. To see the brands that are driving the most positive engagement, conversations, and shifts among audience attention on Twitch, check out our previous posts.
Here are the top brands discussed on Twitch for the week of March 29th through April 4th:
Lego Makes Superhero Leaps
Lego made the most improvements across the board this week, as the toy brand climbed four spots in the rankings, going from the 10th to 6th spot. They recently announced that their highly anticipated Batman Cowl lego set is available for preorder, which got audiences excitedly chattering and helped improve their sentiment score by 2 points to a healthy 69 out of 100.
There is a segment of streamers on Twitch who build everything from standard Lego sets to creative Fortnite builds, which aids in the success and positive conversation of the toy brand on the platform.
AT&T Gets Political
While AT&T had enjoyed an uptick in positive activity a few weeks ago in response to Zack Snyder’s Justice League movie, the tone changed this week as people asked the brand for a different type of justice.
Specifically, in the first half of last week, AT&T was included in a long list of brands opposed to a new Georgia law tied to voter suppression, which prompted backlash from the public.
AT&T has since responded, leading to a 12 point dip in overall sentiment score following their official statement (from 59 to 47), indicating that audiences still feel negative about the news. Considering that the average sentiment score for the brand is 54, we’ll be paying close attention to how the conversation shifts sentiment and the ways it will impact next week’s rankings.
Pepsi x Peeps Makes a Pop
Though there is less chatter around Pepsi this week, the brand made a colorful splash when they announced their collaboration with marshmallow brand Peeps right in time for Easter. The soda maker created a sweepstakes for the announcement, which generated 7.43% of total conversation volume for the brand and a very high sentiment score (96). As a result, positive audience engagement for the chance to win contributed to the soda maker’s slight bump in their own sentiment score (65).
Pepsi also continues diving into the advertising waters via popular Kpop groups. Last week, the soda brand stirred up conversation through an ATEEZ video, and this week they amped up chatter among fans of BLACKPINK through a Pepsi poll ad on Twitter asking people to pick the member they want to “unlock first.” Spiketrap data showed that conversations involving Pepsi and Kpop groups accounted for over 30% of total Pepsi related conversation volume last week. Given the short-term engagement lift generated by these campaigns, it will be interesting to see how sentiment surrounding the brand shifts as they partner with additional musical influencers in the future.
Top Brands on Twitch examines the brands most discussed on the streaming platform each week, and explores the drive behind the shifts in their rankings. Advertisers can utilize these reviews to gather competitive intel and better understand what resonates with audiences, while content creators and agencies can identify brand partnerships to pursue. To track this ongoing series, check out our previous posts
For additional insights into the conversations audiences are having about brands on Twitch, log into the Spiketrap platform or send us a message at email@example.com.
To compile the above list, Spiketrap’s Clair AI processed conversation activity on Twitch, automatically identifying mentions and classifying the sentiment thereof for over 100 top brands.
We then ranked brands according to their score (right column in the above figure), which is a composite measure of brand mentions and sentiment (left column in the above figure).