Twitter Doubles Down on Custom, Branded Hashtag Emojis

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Brands including Coke, Starbucks, Spotify, Dove and a few others are part of a limited number of brands to advertise during Super Bowl with custom, branded hashtag emojis on Twitter.

For $1 million, these brands partnered with Twitter for a customized emoji to be featured across Promoted Trends, Promoted Moments, and Promoted Tweets, reports Marketing Land.

Adweek previewed Pepsi’s upcoming Super Bowl efforts… “On Sunday, Pepsi will run a Promoted Moment during the Super Bowl in conjunction with a custom emoji of music notes floating out of a can of soda that automatically pop up whenever someone tweets #PepsiHalftime. The effort is part of PepsiCo’s strategy to put 40 percent of its Super Bowl campaign toward digital.”

Despite its infancy, Twitter’s custom emojis offer brands a hyper-personalized, real-time functionality that can be centered around a campaign, event, or story. The Super Bowl is one of the year’s most social events, and it will surely be exciting to see how these play out during the big game.

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Erica Perry

Content and Marketing Associate , Crowdcentric

Erica Perry is a Social Media Week contributor, and Marketing & Content Associate for Crowdcentric. A recent graduate from Boston College, Erica resides in Boston, Mass.

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