Emoji Marketing: 5 Smart Examples from Famous Brands
Taking a look at the history of emojis, and its evolution over the years since its inception, makes me feel awe over the monumental growth of the digital language. I feel that the uncomplicated nature of the emojis has been the primary reason for them to attain the status on what they are today. As people have been using the emojis in their day-to-day digital communications, brands have been pushed to leverage the icons effectively in such a way that their efforts benefit their products. By having a look at the usage of standard emojis (Unlike the custom emojis of films like Wonder Woman, War for the Planet of the Apes or Transformers: The Last Knight) by various brands across the social media circle, I have picked 5.
Now, let us begin our count down.
5) IMDb
After the release of the ‘IT’ trailer, the fans of ‘IT’, and probably those of the horror movies, would be mentally inclined towards the ‘horror’ factor. To capitalize on this aspect and engage the audience, IMDb offered a chance, via a tweet/post from their official Twitter/Facebook account, to its audience to comment their favourite scary movie in emojis.
Marketing Journo
4) Target
Via creative means, Target had wished for the World Emoji Day 2017 from their official social media accounts, by recalling one of its significant occasions. Utilizing standard emojis like ‘Hot beverage’, ‘Dress’, ‘Womans hat’, ‘Womans sandal’, ‘Chocolate bar’, ‘Strawberry’, ‘Handbag’, ‘Nail polish’, ‘Notebook with decorative cover’, ‘Smiling face with open mouth’ and ‘Chequered flag’, Target had made a representation which they titled as ‘Classic Target Run’.
3) 24AM STUDIOS
In addition to promoting its movies using conventional approaches, 24AM STUDIOS – the makers of Sivakarthikeyan’s 2016 Tamil romantic comedy, ‘Remo’ – has been engaging with its audience in the social media circle via innovative means. On the Seventeenth of the July, the production house had embraced the World Emoji Day by coming up with an engaging tweet that was intertwined with the aspects of Remo. In the tweet, the followers of the twitter account of 24AM STUDIOS, were provided with four standard emojis such as ‘Information desk person’, ‘Syringe’, ‘Dancer(medium light skin tone)’ and ‘Older man (light skin tone)’, which symbolically referred to four among the different makeovers of Sivakarthikeyan in ‘Remo’ and were offered a chance to comment their favourite emoji. This activity was done in Facebook as well.
2) Rotten Tomatoes
In the case of the Twitter account of ‘Rotten Tomatoes’, the standard ‘Tomato’ emoji is utilized after the hashtag, ‘#Tomatometer’ in most of the tweets that contain the movie’s Tomatometer score or rating.
In the case of the Facebook page of ‘Rotten Tomatoes’, the standard ‘Tomato’ emoji is utilized at end of most of the posts that inform the movie’s ‘Certified Fresh’ status.
1) IT
In the official teaser and trailer of the film, the clip of the movie released in the MTV Awards, the Fan Art Contest conducted by the makers and the other promotional activities of ‘IT’, the red balloon has gained a prominence. This prominence has extended to the social media accounts of ‘IT’ as well, where the name of the movie’s Twitter account possesses the ‘Balloon’ emoji that already exists in Twitter. Occasionally, the tweets/posts of the movie’s Twitter/Facebook account possess the ‘Balloon’ emoji. It appears as if the ‘Balloon’ emoji is tailor-made for the social media accounts of ‘IT’.
What are your favourite emoji marketing picks? Share with me in the comments section!