When it comes to Twitter, size obviously doesn’t matter. Having launched a number of custom emojis to tie-in with special events, Twitter is now leveraging the small icons to rake in big bucks from major brands.
The platform’s biggest advertisers are reportedly forking out seven-figure sums on advertising packages that include emojis combined with either promoted trends, promoted moments, or promoted tweets.
Twitter has struck million-dollar deals with the likes of Pepsi and Budweiser just in time for Super Bowl 50. Those brands will see their official Twitter emojis roll out this week.
Anheuser-Busch has created two distinct emojis for Budweiser and Bud Light; the latter’s Twitter ad spree will tie-in to its highly publicized ‘The Bud Light Party” promos, starring Amy Schumer and Seth Rogen.
“We will be the only alcohol, wine, or spirit brand to have custom emojis that will launch [for] Super Bowl when our spots release,” Azania Andrews, senior director of digital connections at Anheuser-Busch InBev, told Adweek. “We know that custom emojis are a relatively new addition to Twitter, and we’re really excited to bring that to consumers and help us spread the word.”
Pepsi’s official Twitter emoji will be a can of soda with musical notes floating out of the top. The custom icon will be made available on Super Bowl Sunday, along with a promoted Moment. Meanwhile, Verizon’s #Minute50 promo also comes with its own emoji; the campaign sees the mobile carrier dish out prizes on Twitter.
Interactive sponsored content is another feather in Twitter’s advertising cap. Brands that tap into the platform open themselves up to a 300-million strong digital audience that utilize Twitter as a second screen on game-day. For Twitter, which has seen its fair share of recent setbacks, it’s a reminder of the importance of its service in regards to real-time branding during a lucrative event. Those turning to Twitter for respite from ads on game-day, however, will likely end up resembling the angry face emoji.
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