VH1 today released an emoji keyboard designed to be where their fans increasingly are: mobile messaging.
Most people are distracted while watching TV, but they are mainly not engaging in social activities; instead, they are browsing the web or texting their friends. This latter group is who VH1 is trying to appeal to with its ‘VMOJI’ keyboard.
“The keyboard enables us to now engage with our fans in the activity they conduct most which is mobile messaging,” Tom Chirico, VP of Digital and Social Engagement, VH1, tells LostRemote. “If you look at the research, messaging is exponentially trumping all other mobile activity, but its traditionally been the most elusive place for brands to play an authentic role in. VMOJI doesn’t necessarily give us a new tool to market to our fans, it provides a new avenue for fans to express themselves to one another through the lens of our brand personality and programing – which is far more powerful. “
The VMOJI keyboard, available now in the iTunes and Google Play store, includes GIFs, stickers, and emojis from hit VH1 shows like ‘Mob Wives’ and ‘Love & Hip Hop: Atlanta’ – the app also includes emojis not tied to any VH1 shows.
VH1 will work with Snaps in order to learn more about how its audience interacts with the VMOJI keyboard. “We’ll know in relatively real time not just how many people have installed the keyboard, but which emojis are being used most, time spent, and rich demographic profiles for those using the app,” Chirico says.