We’re celebrating World Emoji Day! Emojis allow us to connect with consumers and tell stories in a fun and creative way. Here are five brands that have successfully incorporated emojis into their marketing campaigns:
Domino’s Pizza: Tweet to order Campaign
In 2015, Dominos introduced their innovative emoji based ordering system. Customers simply had to create a Domino’s account and select their favourite pizza and link it to their twitter account. Then tweet Domino’s with the pizza emoji, and their favourite pizza would be delivered. Domino’s CEO Patrick Doyle told the USA Today,
“It’s the epitome of convenience. We’ve got this down to a five-second exchange.”
Deadpool: Movie Campaign
For the 2016 release of Deadpool, Twentieth Century Fox went all out for their tongue in cheek campaign, merging old media with new by incorporating emojis into the age-old advertising platform, billboards. The viral billboard gained a lot of exposure for the film due to its simplicity and humorous approach. Its success helped Deadpool break the record for the biggest opening of an R rated movie at the US box office. For the sequel, Fox paid homage to its original emoji billboard by breaking down the film’s lead characters into emoji/nail art form.
WaterAid: #GiveAShit Campaign
To generate funds and awareness about the 2.4 billion people who don’t have access to sanitation, the non-profit WaterAid created a fun Poop Emoji Customizer app. The #GiveAShit campaign let users style the emoji in a range of colours and accessories, including items highlighting the lack of proper sanitation around the world, such as a roll of toilet paper and clean drinking water.
WWF's 2015 #EndangeredEmoji Twitter campaign called on the organisation's supporters to donate through tweeting emojis of endangered animals. The campaign launched in time for Endangered Species Day, with WWF tweeting an image of 17 animal emojis people use in their day to day lives, which are in fact endangered. The innovation based campaign aimed to increase brand awareness of WWF and to test out fundraising on the twitter.
McDonald’s: Everyday Icon Campaign
As one of the most recognizable brands in history, Mc Donald’s Germany decided to switch it up and blur the line between emojis and real-life objects. Playing on the iconic McDonald’s visual language, the “Everyday Icon” campaign consisted of 3 images, a soda cup, a carton of fries and a Royal TS (the German equivalent of a Quarter Pounder) photographed to bear a stinking resemblance to the emojis we use in our every day lives. The campaign highlighted how influential McDonald’s has been on our perception of how these menu staples should look.