This announcement was made in a blog post which stated: “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.”
Nearly 50 custom stickers across 10 markets are now available for fans to use as part of the global PepsiMoji campaign. The partnership also includes a custom Niche creator campaign showing consumers how to use their #Stickers, as well as a branded Pepsi emoji and a Promoted Trend. This campaign marks the largest partnership between Twitter and Pepsi to date.
The idea of sponsoring Emojis or Stickers has become increasingly popular, with Facebook and Snapchat all offering sponsored visual imagery. However, Twitter was late in adopting this idea on its platform as it only launched Stickers last month.
This move by twitter is designed to assist brands to do more than simply advertise through promoted tweets and videos.