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Twitter, Coke and Wieden + Kennedy are clinking ice-cold bottles of Coca-Cola today after teaming up to create the site's first branded emoji that's actually a paid ad placement.
If you type #shareacoke into a tweet, two cute little Coke bottles, leaning toward each other in a gesture of multinational commercial affection, will automatically appear. TechCrunch broke the news, and reports that the Coke emoji—unlike previous custom emojis for branded properties like Star Wars and MTV's Video Music Awards—is part of an ad deal.
"Coca-Cola is a massive global partner of Twitter and they have been pushing us for some time on building a custom emoji (along with the creative agency of W+K)," says Ross Hoffman, senior director of global brand strategy at Twitter.
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