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.
Ready for some fun? Tweet #ShareaCoke to help set a new @RecordSetter record for the world’s largest cheers. *clink!* pic.twitter.com/9UmY5WrVKE
— 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:
I’m pumped to #ShareaCoke with my fans. Tweet using #ShareaCoke to set a new record for largest cheers. I’ll follow & RT a bunch of you #sp — Hayes Grier (@HayesGrier) September 17, 2015
Hey guys! I’m DM’ing a BUNCH of people who tweet me using #ShareaCoke @cocacola Let’s trend, see you in the DM’s #sp
— 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?
More in Marketing
Google’s World Cup brand counterattack highlights shifting search behavior
The tech giant is running ads intended to reintroduce its search engine to users, as it begins to feel competitive heat in the AI era.
The hunt for a post-LiveRamp successor is already underway
Prospects are less interested in replicating LiveRamp than securing identity, data and infrastructure.
Cannes Briefing: Creators didn’t come to Cannes for parties this year. They came for briefs.
At a festival where one company’s absence from a patch of sand can be read a dozen different ways, creators are giving Cannes Lions a different kind of energy.