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'Useless Artifacts': Why Brands Keep Making Emoji Keyboards
By: Digiday
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In recent months, more and more brands have been hoping that during a casual conversation with friends, people will forego hearts and smiley faces in favor of a Burger King chicken-fries emoji or maybe one of a curly-haired woman using Dove’s shampoo.

Turns out, that might not really be how regular people speak. In the past year, 250-plus brands have made their own emoji keyboards. Among them were companies including Dove, Burger King, Comedy Central, Cuervo, Century 21, 1-800 Flowers, Alabama Crimson Tide and the Pope. And while certainly popular and easy to make, there’s no evidence that they’re really working.

The why of it was clear and spoke to typical brand logic: Emojis is how millennials communicate, presumably, so why not gatecrash the party.

“Brands always want to figure out how to include themselves in wherever people are,” said Tim Nolan, executive creative director at Huge. “People weren’t visiting browser-based experiences, and they’re talking to each other, so brands will insert themselves that way.”


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About the Author
This article was published on Digiday.com.  A full link to the original piece is after the story. www.digiday.com
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