“Promoted #Stickers represents a huge opportunity for brands to drive brand affinity and raise awareness of their message at scale”, said Twitter’s Head of Product, Brand & Video Ads Ilya Brown.
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Twitter first introduced stickers in June with the hopes that users would enjoy tacking small, colorful illustrations onto their photos – as you do in apps like Snapchat.
Promoted stickers will launch with Pepsi as the exclusive partner, Twitter revealed in a blog post. This campaign marks the leading partnership between the two brands to date and is a result of months of collaboration.
The partnership between Twitter and Pepsi also includes a custom Niche creator campaign showing consumers how to use their stickers, as well as branded Pepsi emoji and a Promoted Trend. Now the business justification emerges: brands will be able to offer stickers with their own built-in hashtags so that you can promote for them and allow them to track your stickered tweets.
“#Stickers act as a visual hashtag, meaning that photos with your brand’s sticker will be connected and discoverable to anyone who taps your brand’s sticker”.
Twitter is kicking things off with Pepsi which is the exclusive launch partner for promoted stickers and it will share nearly 50 custom stickers across 10 markets for fans to use with the drink company’s PepsiMoji campaign.
Letting users stick silly sunglasses, clown faces, and tiaras onto their photos added an element of fun that had been sorely missing from the network.
“By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage”, said Brad Jakeman, president of PepsiCo global beverage group, in a separate statement Monday.
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Twitter announced the launch of Promoted #Stickers as a new marketing tool for brands.
