— Twitter (@twitter) September 17, 2015
Soft drink brand Coca-Cola has become the first brand to benefit from a customised Twitter emoji after the micro-blogging platform unveiled a pair of stylised glass bottled wrapped in the familial red label and flowing white ribbon.
The emoji automatically appears in any tweet bearing the hashtag #ShareACoke, a fact Coca-Cola is naturally keen to promote, something it is doing by recruiting Vine stars Ethan Dolan and Hayes Grier to encourage their followers to tweet the hashtag in return for the promise of a follow or message.
Coke was selected by Twitter for the trial because it was a ‘perfect opportunity to work with a nimble and smart marketer to make this happen’, according to the social networks senior director of brand strategy, Ross Hoffman.
Dubbed a ‘hashflag’ the trial is likely to be the first of many brand emoji’s pumped out by Twitter as it seeks to capitalise on their growing popularity.