The Philadelphia Eagles may have stomped on the New England Patriots, but which of the Super Bowl LII ads triumphed in getting the most people talking?

The Brandwatch React team have long been fans of crunching Super Bowl data, and this year is no different.

We found 4.2 million mentions of the Super Bowl the day of the game and this year we decided to dive deep into the ad data. Stick around to the end to see how a certain announcement from Kylie Jenner did amid the Super Bowl hype, too.

Super Bowl LII Ads: The Top 5 Biggest Spikes

Considering the number of ads shown throughout the Super Bowl, getting people excited about your own is no easy feat. And with millions being spent on the slots – let alone the ads themselves – the stakes are high.

One way to measure the success of a Super Bowl ad (or any ad for that matter) is measuring how much excitement it gains online. We did just that.

We measured ads that appeared throughout the game and broke them down into two lists: Firstly, those that created the biggest spikes in a single minute, and secondly the most mentioned overall.

Measuring spikes can give you a good idea of which ads created the strongest immediate reaction.

Congratulations to Doritos and Mountain Dew.

The Diet Coke and T-Mobile ads also did very well to create mention spikes in excess of 1.5k in a single minute.

Of course, mention spikes don’t necessarily mean the reaction is sustained. People might be shocked by your advert and express that emotion, but never speak of it again. Arguably a better measure of success is looking at how people continue to talk about your ad. Do they keep discussing it after it’s shown? Do they share it with their friends and get them talking about it?

Super Bowl LII Ads: The Top 5 Most Mentioned

Not all of the brands with the biggest spikes made it into the top 5 most mentioned ads.

In fact, it was Pepsi that got the most mentions.

Pepsi accounted for 14% of all brand mentions.

Doritos and Dodge accounted for 9% a piece, as well.

Here’s the biggest ad. Remember, Pepsi, a Super Bowl ad might cost millions but a share on the Brandwatch blog is priceless.

https://www.youtube.com/watch?v=vlhQkTvDoho

Kylie Jenner

Last time we mentioned the words Jenner and Pepsi in a blog post the tone wasn’t so positive – but let’s move on from ads to a very different piece of Super Bowl day research.

In a twist of events for entertainment journalists who thought they were going to spend the day eating junk food and watching the game, Kylie Jenner released a surprise video in which she revealed “a glimpse of the last nine months.”

here’s a little glimpse of the last 9 months.. ♥️ https://t.co/dkRKkcxwsS

— Kylie Jenner (@KylieJenner) February 4, 2018

The announcement garnered an enormous social media response – especially since no one really knew what was going on with the celebrity for the last nine months.

We found an astonishing 700k mentions of Jenner on 4 Feb (Super Bowl day) leading us naturally to checking how her announcement looked in relation to a full day of Super Bowl hype.

Jenner’s big announcement didn’t quite upstage the Super Bowl, although 17% of 4.2 million mentions isn’t bad – she certainly made a mark.

Are you a journalist looking to cover our data? Drop us an email at react@brandwatch.com for more information.

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Smart glasses, we are told, are the future.

They’re going to help us remember stuff. They’re going to translate things before our eyes. They’re going to read temperatures, direct us and tell us the news. We’re going to see virtual objects in the real world, and they’re going to help us.

According to the Chief Scientist of Oculus Research, they could replace our smartphones by 2022.

But smart glasses have a troubled past – the failings of Google Glass have been well documented, and there are no shortage of concerns surrounding how the glasses of the future might look and act. Our vision, after all, is precious, and mass adoption of smart glasses ought to be treated with due hesitation.

Will the world wear smart glasses?

At Brandwatch React we like to keep an eye on the latest trends and how people are reacting to them, so we were keen to take a look at smart glasses and what’s being said about them.

We gathered thousands of tweeted mentions of “smart glasses” or #smartglasses between January 1st and October 18th 2017 to identify the main themes of conversation. What are people excited about or concerned about? Which brands are leading the way in terms of public perception of smart glasses? We found out.

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The major themes

Using Brandwatch Analytics, we used the topic cloud component to identify recurring themes within the conversation that might warrant further investigation. We noticed that accessibility, changes to our current physical technology and brands were creating major waves in the smart glasses conversation.

What your desk could look like

Is it nearly time to throw out your monitor? It seems so.

A significant part of the conversation was about how smart glasses could “replace” things. Your computer, your phone, maybe even your desk (who needs one when everything’s virtual?)

Check out this video that could represent the future of work.

https://twitter.com/Fisher85M/status/918614315346874369

Of course, it’s all still a little pixelated and basic, but there’s no shortage of money being thrown at smart glasses.

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The big players (and the small)

With plenty of organizations working on smart glasses, there’s huge competition to get the first pair of smartglasses to go mainstream.

Facebook is reportedly investing big bucks in the technology (it bought Oculus who are apparently working on smart glasses as well as VR headwear). Lenovo are also making waves, featuring in our topic cloud above.

Amazon have made the biggest impact this year, though, as reports circulated that the company is working on Alexa powered smart glasses.

It’s worth noting the prominence of smaller players, too. Lesser known Daqri, Lucyd and Vuzix were also among the top mentioned Twitter accounts.

The race to dominate the smart glasses market it is well and truly on.

The bright side

Smart glasses can be used for all sorts of different things – for construction, education, navigation etc. Something that jumps out massively in the smart glasses conversation is their ability to help the legally blind.

Electronic smart glasses help the legally blind see. https://t.co/WD6U7DQdrs

— CNBC (@CNBC) September 20, 2017

Not only can smart glasses help improve sight, they can also help blind people navigate the world.

For example, cameras mounted on smart glasses can be accessed by a supporter to see what a blind person is experiencing. They can then help them by reading items from a menu or explaining how to operate a vending machine.

Concerns?

In fifteen years, smart glasses might be as ubiquitous as the smartphone is today. But just like all things when they’re first introduced (similar to delivery drones and self-driving cars), there are always concerns. With smart glasses the potential hazards are obvious – added visuals could impact a person’s ability to see clearly when they need to (while they’re driving or cycling, for example). Meanwhile, the public must also be assured that they won’t suffer adverse affects on the head or the eyes by using digital glasses.

Honestly, though, concerns about the safety of smart glasses were pretty hard to come across in the data. Sweeping through the mentions we saw more people talking about how they look goofy than that they were dangerous.

Amazon is developing a wearable Alexa smart glasses device. The first question you can ask Alexa is, "Why do I look like a dork?"

— John DeBella (@JDeBella) September 25, 2017

In fact, it seems like in some fields like technicians being remotely assisted they could make working much safer, giving them expert advice in their ears, visual cues to help them understand what they’re working with and two hands to work on the job.

Maybe once we all get over how weird smart glasses can look we’ll all be sitting at work watching cartoons and typing inanely without anyone else being able to see what we’re doing.

Are you a journalist looking to cover our data? Drop us an email at react@brandwatch.com for more information or if you have a request.

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We are living through tumultuous times – times when the world needs ridiculous stories like the McDonald’s Szechuan Sauce debacle to get us through.

Let me fill you in what happened, and I’ll throw in some data along the way.

Szechuan sauce: A history

Szechuan sauce was on the McDonald’s menu back in 1998, released in tandem with Disney’s Mulan movie.

Fast forward nearly 20 years, and the insanely popular show Rick and Morty hit our screens. It became an almost instant cult hit.

Like any other popular TV show, cartoon hit Rick and Morty carries with it a lot of influence, and in a random turn of events the show started to generate demand for a re-release of the coveted sauce.

Back in April when a new episode came out, a scene featuring a reference to the 1998 sauce saw a big spike in szechuan sauce mentions online. A petition emerged to convince McDonald’s to bring back the sauce, leading to over 38k signatures.

.@McDonalds
you wanna get in on this?
Call me.

— Rick and Morty (@RickandMorty) April 2, 2017

McDonald’s, smartly, got on the bandwagon.

https://twitter.com/McDonalds/status/891836358393683969

They announced that they’d do a limited edition run of Szechuan sauce for one day only – October 7th.

Then this happened.

Really, really limited edition

To be fair to McDonald’s, they did make clear that the sauce wasn’t going to be widely released.

But was the fast food giant right in releasing so few Szechuan sauce packs?

They were so limited edition that some stores didn’t stock the sauce, and packs of sauce are being auctioned on eBay for hundreds of dollars.

Of course, this was a fairly experimental release, but demand for the sauce was evident all over the internet. Granted, McDonald’s could be forgiven for not foreseeing “we want sauce” chanting mobs and police, but couldn’t they have been a little more generous?

Using Brandwatch’s Unlimited Historical Data we gathered mentions of Szechuan sauce (or #szechuansauce) back to April 1st 2017 when the new Rick and Morty season was released.

It’s fair to say that demand for the sauce was pretty high.

Let’s take a look at some of those October 7th mentions.

Youtubers documented their lengthy but ultimately empty-handed journeys to get sauce.

Journalists reported on angry crowds.

Cops are at Wellington McDonalds where tons of angry people lined up for hrs for Rick and Morty Szechuan sauce only to learn they had none pic.twitter.com/3T272osid4

— Lulu Ramadan (@luluramadan) October 7, 2017

Onlookers saw chanting crowds

Angry crowd chants "We want sauce" as police force them back. 1000+ people camped out to get #szechuansauce but McDonalds had 70 sauces… pic.twitter.com/wEaqC64Hln

— ian (@slomobo) October 7, 2017

Fans talked about their disappointment:

https://twitter.com/ANicolicchia/status/916740477533261825

McDonald’s heard loud and clear.

It turns out the demand (and outrage) for Szechuan sauce was recognized by McDonald’s and this could be great news for fans.

This winter, Szechuan sauce will be back in vaster quantities.

https://twitter.com/McDonalds/status/917169818725384192

And Rick and Morty / Szechuan sauce fans can rest easy at last.

Are you a journalist looking to cover our data? Email us at react@brandwatch.com for more information.

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Tim Cook and friends took to the stage in the Steve Jobs Theater yesterday to announce Apple’s latest offerings – offerings he hoped that Steve would be proud of.

Amongst them were the iPhone 8, the hotly anticipated (and leaky) iPhone X, the Apple Watch Series 3 and 4K Apple TV.

Apple Events are always a huge deal on social media – we know, we’ve tracked a few of them. So the Brandwatch React team couldn’t wait to share our latest Apple Event data.

Apple Event Data: Top Line

We searched for mentions of Apple Event (or #AppleEvent or the word Apple or iPhone near “announce”, “present”, “keynote” etc) across social media during the live stream. What did we find? 438,449 mentions between 10am and 12pm PDT. Nice job Timmy C.

Of those many thousands, here are the highlights along the way.

It was interesting to see the smaller details and products make splashes – for example, the fact that Apple has taken over Rolex to become the world’s “top watch”, or the Air Power charging pad that reduces the number of annoying wires and plugs that continually toil the multi-Apple product wielding person. It’s a hard life.

The products on show

The pacing of this Apple Event meant that each major product had its time to shine. We took a look at mentions of each of the major announcements.

Unsurprisingly, iPhone X (or “iPhone 10”) came out on top. This phone is billed by Apple as the future of smartphones. Second, predictably, was the iPhone 8.

We should note that the non-existent iPhone 9 got a solid 3,207 mentions.

The Apple Watch Series 3 conversation was dominated by the revelation that the watches would have cellular built in. An impressive live demonstration with a woman named Diedre trying not to fall off a paddle boat on a lake while chatting on her Apple Watch gave this part of the event particular flair.

Diedre needs a raise. #AppleEvent

— Jodie Landon (@WinterTimeCold_) September 12, 2017

Apple TV wasn’t hugely successful in rallying support on social compared to the other products, but that’s not to say the presentation wasn’t incredibly shiny.

Retail Space

The first segment of the Apple Event was dedicated to Apple’s physical spaces – namely the new Apple Park in which the Steve Jobs Theater was built, as well as Apple’s physical stores. Wait, not stores. “Town Squares.”

https://twitter.com/AshleyEsqueda/status/907653732132831232

While the reaction was a little cringey, the Town Square model is a bold move. As e-commerce continues to create a cheaper and more convenient alternative for retailers and consumers, Apple are investing deeply in customer experience in physical locations.

An authentic, personal (and dare I say Instagrammable) experience is what millennials are said to be crying out for, and that appears to be what Apple is going for. Apple will also be opening up a visitor centre at the multi-billion dollar Apple Park shortly.

The Town Square is a nice idea, of course, but whether they will truly be welcoming to all, and whether they will prove profitable, is yet to be seen.

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Animojis

This blog post wouldn’t be complete without a brief discussion of Animojis. While not a major product, we tracked nearly 10,000 mentions of the announcement in the two hour slot.

Animojis allow users to animate their favorite emojis using their own faces, sending stills or videos in messages.

They finally did it.

Apple turned you into a talking piece of shit#AppleEvent

— Jeff Bakalar (@jeffbakalar) September 12, 2017

When you think about it it’s not really that inventive, but as my attention began to turn to the upcoming episode of Bake Off it was animojis that won me back. I’m not sure if that says more about Apple’s incredible new feature or me.

Are you a journalist looking to cover our data? Drop us an email at react@brandwatch.com for more information.

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Last week saw Hurricane Harvey and the devastation it wrought on the greater Houston area dominate the headlines.

This was the proper place for the media to concentrate last week. I, however, won’t take you on a journey of the ins and outs of this social discussion. It was a natural disaster that I don’t want to, even marginally, capitalize on.

The conversation was very large, and very bad. That’s my analysis. People lost everything, and those social posts are heart-wrenching.

In an attempt to maintain relevancy, I will look at how pastor Joel Osteen was talked about last week, as he found himself quite intricately entwined to Harvey’s conversation.

For those of you unfamiliar – which I’m guessing won’t be many – Joel Osteen is a pastor with Lakewood Church in Houston.

This church is massive. It’s fair to call it a mega-church. Reports stated that it holds more than 1,600 seats.

Outrage mounted as social media learned that the doors of Lakewood Church were shuttered to Houston residents rendered homeless by the storm.

Now that the scene has been set, Joel Osteen was mentioned more than 1 million times online last week (as of the writing of this post), and many of these mentions criticized Osteen for not allowing stranded people into Lakewood Church.

Tuesday, August 29, saw nearly 450,000 mentions alone. The sentiment within Osteen’s categorized mentions for the week are overall 59.1% negative.

Looking at sentiment on a day-by-day basis shows how Osteen’s discussion fared with the arrival of Harvey, and the downward spiral it took as people expected Osteen to help his neighbors.

Osteen’s online sentiment dipped as low as 72% negative on the 30th.

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It’s important to state that Osteen did open Lakewood to people fleeing the rising waters, but the internet doesn’t recognize this act, after it had been demanded, as “good enough.”

You can see that even after Osteen started providing shelter in Lakewood people only wanted to talk about how Lakewood stood empty for a days as people were scrambling to find shelter and survive.

Sometimes you simply can’t shift poor public opinion

Here is the lesson to be learned, as you can see the “bad PR” topic in the latter days of Osteen’s conversation.

You will not receive the same amount of attention for doing the right thing. JJ Watt, a professional (American) football player, raised over $14 million (as of this post’s writing) for relief efforts. The press Watt has received is nothing compared to the press Osteen has seen.

When you are perceived as being a person of celebrity and means, the public will look to you to lead by example.

This isn’t an earth-shattering revelation, but you’ll never get the recognition for being as good as people think you are.

However, if you disappoint people, that disappointment will swell, and it sticks like glue.

If you’d care for any real-time data around any/all breaking news, please feel free to contact us by emailing Kellan at kellan@brandwatch.com.

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There was one news story that dominated the headlines last week. Just one.

You know the story I’m referencing. In fact, you’re probably still seeing, and learning the latest developments, around it today. I didn’t want to write about that.

Military solutions are now fully in place,locked and loaded,should North Korea act unwisely. Hopefully Kim Jong Un will find another path!

— Donald J. Trump (@realDonaldTrump) August 11, 2017

I was going to, however.

I opened a dashboard to look at how the perpetual Twitter conversation around Donald Trump’s assurance of reckoning. Much to my surprise, I found a lull.

A valley amongst the peaks of Twitter mentions. To see any real abnormality in his mentions you’d have to go back to the day John McCain returned to the Senate to vote on the continuation of health care negotiations.

Perhaps the most telling data point was the absence of one. So, I’m going to write about another topic! One that’s certainly caused waves.

Donut do it, Dunkin’

People are overly passionate about brands who supply them with their “fix.”

I’m not alluding to anything illegal, although the more extroverted enthusiasts will call them drugs, but the caffeine junkies of the world. Coffee has a cult following, and the brands that sling it don’t just have customers, but fans.

One of the largest cathedrals of coffee in the United States is thinking of changing its name. Dunkin’ Donuts announced that it’s flirting with the idea of dropping the “Donuts.” The result: people had feelings.

Dunkin’s conversation saw a healthy shot of mentions as people reacted to the news. The day that this started to circulate saw more than 11,000 mentions of the brand online which represented a greater than 72% increase in mentions from the day before.

The question, as always, is: was the reaction favorable?

In a word: no.

Since August 4 – the day the news broke – 70% of categorized mentions have been negative.

This is quite the turnaround considering that mentions on August 1 were over 70% positive.

You can see that Dunkin’s sentiment was recovering on the 10th as people were coming to terms with the possible name change (I mean, the slogan “America Runs on Dunkin” would stay the same).

Perhaps a better representation of the internet’s reaction is below.

As a native New Englander, I'm mad that Dunkin' Donuts is dropping the "Donuts" but I'm furious they're not just going by "Dunks" now.

— Josh Gondelman (@joshgondelman) August 5, 2017

A 3-hour Affleck brothers epic about one small Massachusetts town and how the Dunkin' Donuts name change affects each of its residents.

— Maris Kreizman (@mariskreizman) August 5, 2017

This may serve as a moment of enlightenment for Dunkin’ Donuts. Don’t drop the “Donut.”

The loyal consumers you have already call your locations “Dunkin,” and a rebrand won’t make them love it more. The result will be something completely opposite.

By dropping the “Donut” you’re stripping away a beloved nickname that your fans have lovingly used forever. People will be losing more than a word. They’ll lose a small sense of their community.

See you next week. Same time; same channel.

If you’d care for any real-time data around any/all breaking news, please feel free to contact us by emailing Kellan at kellan@brandwatch.com.

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Full disclosure: I’m not a Doctor Who fan. In fact, I just had to Google whether it’s styled as ‘Dr. Who’ or ‘Doctor Who’.

That isn’t to say that I dislike it, I just haven’t made a habit of watching it. What has grabbed my attention, however, was watching people on social last night and today totally losing their heads because the newest doctor is a woman.

Like, dude. You’re crying over the fact that a show, where the main character is ‘an extraterrestrial being from the planet of Gallifrey’, now has a female lead. After 53 years of male leads. I Googled that too. Anyway, come on. Let us have a go.

And so! What better reason to log on to Brandwatch Analytics than to pull the data on what social’s saying about the appointment of (the excellent) Jodie Whittaker?

I’ve had a venti iced americano and an egg on toast, I’m ready.

https://twitter.com/RedheadRasslin/status/886610252363386880

I used the Dashboard Wizard in the platform (which is dead easy to use, by the way) and searched for all mentions of #Doctor13, #13thDoctor, #DoctorWho, #TimeLord, and #JodieWhittaker.

https://twitter.com/TheMasterBucks/status/886612570282405890

Doctor Who 13: The story in social data stats

The news was mentioned on social over half a million times yesterday alone (with the hashtags I mentioned above).

If you’ve somehow missed the announcement video, which has now been liked over 110,000 times, you can see below what all the fuss is about.

Meet the Thirteenth Doctor #DoctorWho #Doctor13 pic.twitter.com/txHGz9tJEe

— Doctor Who (@bbcdoctorwho) July 16, 2017

Of all mentions, 55% are based in the US, and 22% in the UK, but as you can see from the geotagged map, the whole world has been abuzz.

Shout out to Doctor Who fans tweeting from the Pacific Islands!

Slightly more women than men have posted about the news, at 53% versus 47%.

It should definitely be noted that the sentiment-categorised mentions have been overwhelmingly positive, at 80% compared to 20% negative.

Despite this, a lot of focus in the media has been firmly on the reaction of some who feel that allowing a woman to play the Time Lord is heresy, and have cracked out some lukewarm all-caps tweets letting the BBC know that they’ve LOST A VIEWER. Bet they’re devastated, pal.

https://twitter.com/crunchvx1001/statuses/886615242175860737

I asked Founder of the Everyday Sexism Project, Laura Bates, how she feels about it.

The fact that this is even an issue in 2017 is fairly ridiculous, but more shocking are the number of people who seem genuinely angry at the fact that after 12 white men have played the doctor, one woman is finally going to get a turn. It shows that even today progress towards equality is still met with resistance, anger and vitriol.

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Doctor Who 13: The most popular takes

It’s worth looking at the biggest tweets on the subject. What’s been shared the most? What’s resonating?

Of the ten most shared tweets, eight are BBC owned. Unsurprisingly at the time of writing the BBC’s announcement is the most shared at 59,272. The third most popular tweet around the Doctor Who news, though, is perhaps my favourite.

Writer Jenny Trout posted a video of her daughter watching the announcement video, and it’s wonderful.

If you don’t understand why Jodie Whittaker’s appointment is a good thing, then hopefully this goes part of the way to explain it.

My daughter watching the #DoctorWho announcement. #doctor13 #DoctorWho13 pic.twitter.com/eX0w1rW4E9

— ?️‍?Jenny Trout (@Jenny_Trout) July 16, 2017

As of time of writing, it’s been retweeted almost 18,000 times, and liked 61,914 times.

My entire TL right now #doctor13 pic.twitter.com/PcUmsdf0qo

— Maryne Lahaye ⚡️ (@MaryneeLahaye) July 16, 2017

All hail Jodie Whittaker

According to the internet, it’s pretty easy to let the sex of the actor overshadow the actor herself.

Whittaker earned rave reviews for her role in Broadchurch, and according to social, everyone’s jazzed that she’s the new Doctor. We found a lot of blue tick support.

Yay! #jodiewhittaker #DoctorWho13

— Noel Clarke (@NoelClarke) July 16, 2017

Was gonna reveal that the new Silent Bob is a woman today until #DrWho stole my thunder. Congrats #jodiewhittaker! Loved you in Broadchurch!

— KevinSmith (@ThatKevinSmith) July 16, 2017

#JodieWhittaker 👏🏿👏🏿👏🏿👏🏿 https://t.co/Rc77ONRByq

— Amma Asante (@AmmaAsante) July 17, 2017

Well I never the BBC really did do the right thing and let the Doctor be in touch with her feminine side. As a father of daughters – result!

— Colin Baker (@SawbonesHex) July 16, 2017

So what’s the takeaway here? That the likes of Dave, Martin and John in the Daily Mail section are the voice of the few, not the many.

Daily Mail comments section never fails to deliver ? #Doctor13 #DrWho #DoctorWho #DrWho13 #DailyMail pic.twitter.com/Z7HB09LwaM

— Lisa Crowther (@lisamarie82) July 16, 2017

Hey, guess what? Women can, in fact, be doctors. Women can even be Ghostbusters.

This is one more positive step in the right direction, and I’m here for it. You never know, I might even start watching.

If you’re a journalist looking to cover our data email us at react@brandwatch.com for more information.

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Amazon Prime Day is upon us and thousands of people are discussing the deals online.

The Brandwatch React team jumped straight into the data to find out what people were talking about and what they intended to buy in the day of sales.

Amazon Prime Day: Like Black Friday, but without the fighting

Hype has been growing steadily over the last few days, but Amazon caused a significant spike in conversation on Monday when it announced that some deals would in fact be available early.

Overall, the conversation has been driven by more women than men.

Amongst key topics of conversation have been coupons, promotions and giveaways, but these often spammy offers don’t give much indication on what people might actually want to buy. We searched for “intent to purchase” strings to try to work out what people really want from Amazon Prime Day. 

1. Demi Lovato’s music

Demi Lovato’s #PrimeDay tweet gathered a huge amount of attention. If the 20,000 people who retweeted it remember to check the site, she could do great today.

My Lovatics!! Are You Ready?? @amazonmusic #PrimeDay https://t.co/TlrxRaCZU0 pic.twitter.com/txBrbutR2c

— Demi Lovato (@ddlovato) July 6, 2017

2. Something, everything, things and shit

There are a lot of people who want to give Amazon their money. They just don’t always know what for.

One of the most common themes in the data was non-specific items – wanting to buy something, everything, or lots of things or lots of shit.

I want to buy something on #AmazonPrimeDay2017 but God knows it is not on my budget and I don't need anything, but I want something pic.twitter.com/muC5GXjgVW

— Lorena Flores (@loreeflores) July 11, 2017

https://twitter.com/Itis_Kenny/status/883818040290357249

3. Tech

This might not be Cyber Monday (in fact, it is Tuesday), but tech is on the menu for many Amazon Prime shoppers today.

Whether it’s Apple products or video games, people are keen to get their hands on the latest tech at the cheapest of prices.

I honestly don't even know what I want to buy for #PrimeDay. If they have Ipad Pros for sale, I might jump on that.

— Kailey (@KailsAway) July 10, 2017

4. Amazon tech

Amazon are, predictably, pushing a lot of their own tech today with significant issues on the Amazon Echo.

These #PrimeDay deals have started and I really want to get that Kindle Fire 7 but I want to see if something else comes along later on Ugh

— K.P (@AgirlNgaea) July 11, 2017

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5.  Work out gear

We spotted supplements and health books in the spotlight deals – Amazon are definitely on this.

It's Amazon prime day but so far the only thing I want to buy is pre-workout… What is wrong with me

— Marina Ho (@Marinaho) July 11, 2017

6. Baby accessories

While a lot of the hype around Amazon Prime is focused on more trivial items, there’s definitely a hunger for home essentials.

Want to buy a video baby monitor during Prime Day but also seen too many found footage films which have left me TERRIFIED of what I may see.

— Poppy (@PoppyD) July 11, 2017

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7. Outdoors items

Amazon are definitely catering to the outdoorsy among us, plugging garden storage and lawnmowers. Shoppers are also looking for accessories for their summer vacation.

Legit want to buy a tent ⛺️ from prime day on amazon and I'm not finding anything

— 🦋Mariah🦋 (@miahashlee) July 11, 2017

8. Novelty gifts

For people who like to buy their holiday presents months in advance, today is like Christmas morning.

I legit want to get this #PacMan clock for my husband. #PrimeDay2017 –> https://t.co/ggPGKFCy84

— @CzarFancypants (@NotTeefus) July 11, 2017

9. Furniture

New homeowners in the office have already been heard enthusing about the homeware deals, from a pressure washer to this octagonal inflatable hot tub.

If you’re looking to deck out your new house, move fast.

I have my fingers crossed that the L desk I want to buy will be available for a #PrimeDay deal on @amazon pic.twitter.com/sPFMMAUqNi

— 🧋🍡Jasmine🍡🧋 (@Jasmine0Simone) July 10, 2017

10. Stranger items

While the above items were fairly predictable, these didn’t exactly fit into a category…

https://twitter.com/Tyjames989/statuses/884555726949142528

https://twitter.com/BuggianBeing/status/884529553435222017

Not everyone’s ready to pay

Not all of the hype was about buying things, though.

We were interested to see Stop Funding Hate, a group that criticizes companies for advertising in certain publications, making a splash in the conversation.

A number of people were talking about Amazon advertising on Breitbart, and that they refused to get involved with Prime Day while it was happening.

The prominence of these topics is a good indicator of a growing group of people who are concerned with corporate social responsibility, although they weren’t dominating the conversation.

We also found a lot of people saying they were struggling to find the things they wanted in Amazon’s sales – something that’s fairly inevitable, but also something that people like to complain about.

Why track intent to purchase strings?

Looking at what people are thinking about buying (and when they’re thinking of buying them) offers companies an easy opportunity to jump in with some targeted ads with an irresistible deal, or to inform their wider strategy when it comes to sales.

It’s just one of many use cases a tool like Brandwatch Analytics can offer.

Are you a journalist looking to cover our data? Email us at react@brandwatch.com for more information.

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A range of new Ken Dolls has been announced by Mattel. Naturally this caused swathes of people, many of whom’s Barbie and Ken dolls are holding hands in a landfill croaking out “When somebody loved me“, to take to the internet to voice their thoughts.

There are now 15 new and diverse Ken dolls available, with three body types and a variety of skin tones, eye colors and hairstyles. Mattel claims the new range makes the Ken dolls, alongside the rest of the Fashionistas, the most diverse fashion doll line in the marketplace.

Thousands of people in a Barbie world

Ken may have traditionally taken a back seat compared to Barbie, but not this week. We tracked over 30,000 mentions across Facebook, Twitter and Instagram 20th and 21st June.

The story was covered by BBC News (World), Reuters, TIME, the Wall Street Journal and plenty of other huge news organizations.

That said, the reaction wasn’t nearly as big as last year’s new Barbie range reveal when we tracked over 60,000 tweets on the first day of announcement alone.

It being the internet, it didn’t take long for jokes about the new Ken dolls to emerge. Man-bun Ken appears to be the butt of most of them.

Man-bun Ken doll just interrupted me to tell me that Bernie would have won. pic.twitter.com/Mnu8pAXV7F

— summer goth 🦇 (@NicCageMatch) June 20, 2017

In fact, while plenty of people were commenting on the diversity of the new range, “man bun Ken” was one of the most prominent terms in the conversation.

While negative-categorized mentions were in the minority, “man bun Ken” made up a large part of them, with a lot of comments on his faded jeans and (imagined) attitude.

Poor man-bun Ken. Although it does look like he’s caused the biggest spike in man-bun conversation so far this year which is quite the achievement.

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Getting political

One of the new rules of the internet is that nothing can go viral without some form of President Trump related mention involved.

Naturally, the Ken Doll news was accompanied by a slew of Trump mentions and comparisons. A popular tweet came from @TheYoungTurks who claimed that Donald Trump was less popular than Man-Bun Ken.

Man Bun Ken Doll More Popular Than @realDonaldTrump pic.twitter.com/5emj53uOwh

— The Young Turks (@TheYoungTurks) June 22, 2017

We checked both of their popularity on social and found that, in fact, Donald Trump was getting a higher % of positive-categorized tweets in the last 24 hours than man-bun Ken.

Toys for all

Unsurprisingly, women out-mentioned men when it came to discussing the announcement online.

It’s clear that the range is still targeted at young women. As Lisa McKnight, Senior Vice President and General Manager at Barbie, says:

“By continuing to expand our product line, we are redefining what a Barbie or Ken doll looks like to this generation… Evolving Ken was a natural evolution for the brand and allows girls to further personalize the role they want him to play in Barbie’s world.”

Whether boys play with them or not, as an enormous brand with a lot of exposure among young people, the inclusion of a more representative group of Ken dolls is being celebrated as a positive thing for young men too.

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While some might argue the new range is long overdue, it’s a good example of a company listening to their audience and making positive changes to their products as a result.

Moving with the times is made infinitely easier when a brand has a finger on the pulse of public opinion, something that social listening plays a key part in.

If you’re a journalist looking to use our data email us at react@brandwatch.com for more information

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