BooneOakley, Bojangles’ Introduce Bomoji

By Erik Oster 

Charlotte-based agency BooneOakley launched a new campaign for Bojangles’, introducing the southern fast food chain’s new emoji app.

A series of 5 and 10-second spots introduce the Bomoji app with simple, straightforward messaging. One such effort shows a text message conversation which opens with the question “Hungry?” and then shows a response using one of the app’s branded emoji. Each spot ends with the familiar tagline “It’s Bo Time” which, of course, also gets some love in the emoji app itself. In addition to the spots, the campaign also includes mobile, paid social and in-restaurant initiatives.

“Bojangles’ following on social media is practically cult-like among the Millennials and Gen Z-ers who consumer media through their phones,” Bojangles’ social and digital strategist Colby Anderson told Marketing Daily. “Emojis are the new visual vernacular for those generations, so we knew that the keyboard and this campaign would be a great fit for Bojangles’.”