|Two Months In, Twitter's Emoji Targeting Hasn't Taken Off...Yet
When you tweet any of these summer emojis — — you will get customized GIF animations from @coronaextrausa featuring your emojis and a branded Corona Extra bottle emoji, ending with the hashtag #RaiseSummer. This is the beer brand’s first emoji-targeting campaign that is rolling out this week.
“Emoji targeting on Twitter helps us catch the summer spirit in a fun way. When we learned this new feature, we told Corona that let’s be the first one to do this because of the novelty,” said Rodrigo Butori, creative director for agency The Community, which designed the campaign. (For the record, Digiday reporters tweeted the emojis and, at press time, have not received a reply from Corona.)
Agencies and brands are often quick to glom onto the newest social media features like Instagram Stories, Facebook Live as well as phone and video chat on Snapchat. Compared to those updates, emoji targeting on Twitter — introduced by the platform back in June to “unlock unique opportunities for marketers” — seems like an abandoned child: It is not gaining traction from most agencies and brands .
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This article was published on Digiday.com. A full link to the original piece is after the story.
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