Twitter has previously introduced emojis around specific events such as Star Wars or the Rugby World Cup but this is the first time one has been created for a brand’s specific marketing campaign.
Initially the branded emoji is being used for a ‘Share A Coke’ campaign running in the US. It means that any time someone tweets with the hashtag #ShareaCoke an emoji of two Coca-Cola bottles will appear.
However, Coca-Cola told Marketing Week that the custom brand emoji can be using for ongoing campaigns globally and that Twitter is working to roll out branded emojis for other companies.
“Twitter and Coca-Cola are long-time partners and early on recognised the strategic value for this type of fun, ongoing interaction. With Coca-Cola’s input, Twitter is putting a strategy in place for other global brands,” said a spokeswoman.
The US campaign aims to create the “World’s Largest Cheers” over 24 hours which, if successful, will be recognised as a new world record. After this, Coca-Cola will continue to activate the emoji through the rest of 2015.
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