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.
— Twitter (@twitter) September 17, 2015
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:
— Ethan Dolan (@EthanDolan) September 17, 2015
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?
As live events disappear, experiential agencies are fighting to survive
Experiential agencies are aiming to not only adapt planned events to be digital but working on technology to make them more immersive or working to bring personalization to consumers’ front doors.
With in-person shoots out of the question, advertisers turn to CGI
As the coronavirus-related lockdowns and social distancing rules continue around the globe, in-person commercial shoots have come to a standstill. Now advertisers are increasingly turning to production companies with computer-generated imagery, visual-effects and animation capabilities to add the finishing touches to campaigns already in progress and — in some cases — start discussions about creating […]
Member ExclusiveWith ads on hold, agencies face an identity crisis
This is the third of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. Like many business owners, the first reaction to the unfolding coronavirus crisis by ad agencies was […]
SponsoredTV buyers are shifting from traditional demographics to more precise audience-based metrics
In traditional broadcast TV, age and gender have long been the dominant way of targeting audiences, but as TV and digital platforms converge, experts say the industry is steadily moving toward audience-based buying.
Member ExclusiveWhy this crisis will further change the job of the CMO
For years, C-Suite executives have seen marketing as a cost center. With coronavirus, they have a test case for how businesses handle those cut costs.
Member ExclusiveDigiday Research: 73% of ad buyers have clients ‘pausing’ spending
A new survey by Digiday found that 75% of media buyers say their clients are reducing their marketing spend due to the coronavirus. In a separate question, 73% of buyers also said that clients were pausing their marketing expenditure on various channels almost entirely.