Twitter signs up Warner Bros for UK ‘promoted stickers’ launch
Twitter has introduced its promoted stickers to the UK for the first time but does the tool have what it takes to tempt brands?
Twitter has introduced its first promoted stickers to the UK through a deal with Warner Bros, to promote its upcoming JK Rowling film, Fantastic Beasts and Where to Find Them. The campaign will also be run in the US, France, Japan, Brazil and Spain.
The introduction of promoted stickers allows brands to design four or eight stickers for users to add to their photographs. Warner Bros’ stickers include the main character, Newt Scamander’s, jacket, scarf, suitcase and wand. They will act as “visual hashtags”, which means that photos with the brand’s stickers will be discoverable by anyone who taps the sticker. Brands can then see and engage with those who are using their stickers.
The advertising tool was originally introduced in the US in June, with beverage brand Pepsi the first to jump on the bandwagon. Pepsi came up with 50 custom stickers that were based on the company’s #PepsiMoji campaign, which includes the brand sticking custom emojis on its products’ packaging.
This year, Twitter has also introduced conversational ads, to allow brands to pose questions to customers.
The ad push comes as Twitter struggles for revenue growth. In Q2 it reported its lowest growth rate since 2013.