Coca-Cola’s branded emoji
elevates marketing potential of social shorthand
Coca-Cola recently became
the first brand to use a paid emoji on Twitter in a branded content campaign
that combined a custom icon of two soda bottles with the #ShareaCoke hashtag.
Emoji are becoming more
prevalent as mobile messaging applications – where the symbols are a mainstay
for quick communications - continue to gain in popularity. A number of big
brands have already jumped into emoji marketing, but the Coca-Cola program is
the first time Twitter has developed a custom brand emoji for an advertiser.
“They say a picture is
worth a thousand words and that’s the way young people communicate these days,”
said Matt Rednor, CEO and founder of Decoded Advertising. “Emojis are a
quicker, easier and more fun way to express emotion, and allow brands a better
way to track sentiment.
“They can be of great value
to brands as they make it easier to say more with less, and make global
advertising easier than ever since they are really the only universal language
on every mobile messaging platform,” he said.
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