Pepsi's massive campaign that uses emojis as a language is coming to Twitter.
In June, Twitter launched stickers that let users overlay searchable emojis and graphics on top of their photos. Now Pepsi is the first to launch a paid ad campaign using the visuals.
The soda brand's ads include roughly 50 custom-branded stickers that are part of the ongoing #PepsiMoji campaign in 10 countries including the U.S., Canada, India, Mexico and Russia. To use a promoted sticker, users click on the sticker button after uploading a photo. Eight of Pepsi's branded emojis are then promoted near the top of the page.
"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 in a statement. "If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation."
A Twitter rep did not respond to questions about how promoted stickers are sold.
The new ad format is Twitter's latest attempt to inject some mojo into the platform and bring in revenue from big-brand advertisers. Last year, the micro-blogging site launched branded emojis for marketers like Anheuser-Busch, Coca-Cola and Pepsi. In January, those branded emojis reportedly cost $1 million for Super Bowl advertisers and included packages with other types of Twitter ads.
Twitter is also entering the livestreaming space with the goal of hitting $50 million in ad sales from airing 16 Thursday Night Football games this fall.
— Twitter Advertising (@TwitterAds) August 15, 2016