Twitter Debuts Promoted Stickers, Starting With Pepsi

Pepsi is the exclusive launch partner for Twitter’s newest advertising option, promoted stickers, which was introduced Monday.

Pepsi is the exclusive launch partner for Twitter’s newest advertising option, promoted stickers, which was introduced Monday.

Head of product, brand and video ads Ilya Brown revealed promoted stickers in a blog post Monday, saying that brands can take advantage of the stickers feature Twitter debuted in July and create and promote custom stickers for users of the social network.

Pepsi will kick off the feature with nearly 50 custom promoted stickers in 10 markets as part of its global PepsiMoji campaign, and Brown wrote that this initiative marks the largest partnership between Twitter and Pepsi to date, adding that it also includes a custom niche creator campaign that shows Twitter users how to use their stickers, a branded Pepsi emoji and a promoted trend.

Brown added in the blog post:

Starting today, brands can create and promote custom stickers for anyone on Twitter to use. A brand’s stickers will be featured in the #Stickers library and offer a form of creative expression that makes a person’s photos more fun and engaging. Promoted #Stickers represents a huge opportunity for brands to drive brand affinity and raise awareness of their message at scale.

Brands can design four or eight stickers—like accessories and other props—for users to add to their own photos. Photos with a brand’s stickers are shared with all of a user’s followers, allowing brands to be featured by their fans in a truly authentic way. #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. This allows a brand to see and engage with the people who are using their stickers in creative ways.

Pepsi said in a release that it will launch promoted stickers in Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, the United Arab Emirates and the U.S., in an effort to push Twitter users to “Say It With Pepsi.”

PepsiCo Global Beverage Group president Brad Jakeman said in the release:

The “Say It With Pepsi” campaign has helped consumers around the world express themselves using our proprietary set of Pepsi emojis, and we’re truly taking it to the next level with this partnership with Twitter. By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage. If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation.

Twitter chief operating officer Adam Bain added:

#Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi. Now people around the world can all share their universal passion for Pepsi and make the brand come alive in a powerful new way on Twitter.

Readers: What are your initial thoughts on Twitter’s promoted stickers?