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

Why political organizers are turning to Roblox to stir up more votes

Over 500,000 people have played the Virtual Vote mini-game thus far, according to data shared by Virtual Brand Group.

Why online organizers are pressuring advertisers to reconsider Twitch’s brand safety over antisemitism claims

The group of online organizers has centered its criticisms of Twitch around the revelation that the platform had disabled email signups for users located in Israel and Palestine following the terrorist attacks of October 7, 2023.

Why Amazon’s Prime Day may not be the holiday shopping bellwether it usually is this year

Since its debut almost a decade ago, Prime Day has become a bellwether for the retail industry ahead of the holiday season. Yet, despite strong Prime Day numbers, many factors indicate that consumers may not have the same appetite for spending as the holidays approach.