Digiday Publishing Summit: Prices rise Aug. 5

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

Coke is the first brand to get a custom Twitter emoji

Coke is it. And by “it” we mean the first company to have its own custom emoji — a pair of glass bottles adorned with its signature red label. The emojis appear when people tweet the hashtag #ShareACoke.

Although the customizable the Share a Coke campaign has been recently hijacked elsewhere, people have largely behaved themselves and are using it sincerely. In an attempt to draw attention to the new emoji, Coca-Cola is using Vine stars like Ethan Dolan, his brother Grayson and Hayes Grier to have their followers tweet the hashtag with the prospect of getting a follow or a direct Message in return.

What a world!

Here’s an example: 

In an interview with TechCrunch, which first broke the news, Twitter’s senior director of brand strategy Ross Hoffman said the social network used Coca-Cola to test out the emoji because it was a “perfect opportunity to work with a nimble and smart marketer to make this happen.”

With emojis growing in popularity, it’s smart for Twitter to capitalize on the trend and charge brands big money to create a “hashflag” campaign for the public to use. Coca-Cola is the first company to try this out and we hear that more brands will have their own emojis soon. Cheers?

https://digiday.com/?p=136272

More in Marketing

JanSport bets on ‘weirdly relatable’ content for its TikTok-driven back-to-school campaign

JanSport is looking to become “part of the cultural scroll” and not just interrupt the videos its target audience is watching.

Brands are discovering their sales associates are among their most valuable influencers

After all, who knows the product they are selling better? And who can talk about it with more authority?

Brands navigate political tightrope amidst heightened culture war risks

Amidst escalating culture war risks, brands find themselves on a delicate political tightrope, balancing consumer appeal while avoiding missteps.