Twitter has introduced its #Promoted Stickers campaign, with Pepsi as its first customer.
— Twitter Advertising (@TwitterAds) August 15, 2016
Under the new deal, Pepsi-themed stickers will be available for consumers to place on their photos and tweet out.
Pepsi created 50 stickers that will appear when users search through the library of options.
The “Say it With pepsi” designs are jumbo-size emojis that consumers might be familiar with from Pepsi bottles, which have featured them since February.
In June, Twitter made virtual stickers available to all users as a way to bring a more visual and playful style to the service.
The stickers are reminiscent of Snapchat’s emojis, filters and animated lenses, which people layer on top of their photos and videos before sharing. They also make for easy brand integrations.
Twitter said it had been working with Pepsi for months, culiminating in a campaign that was its largest collaboration with the brand to date.
Stickers are an evolution of the emoji marketing Pepsi has already done on Twitter, and part of its broader “Say It With Pepsi” campaign.
“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,” said Brad Jakeman, president PepsiCo Global Beverage Group. “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.”
Under the new Sponsored Stickers scheme, brands can create and promote custom stickers for anyone on Twitter to use.
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.
“#Stickers have been hugely popular with consumers, and we are thrilled to now include brands in that conversation, starting with Pepsi,” said Adam Bain, chief operating officer at Twitter, . “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.”
Promoted #Stickers are available globally to select marketers with a managed account.