When Twitter added searchable stickers in June, we anticipated that the microblogging service would soon turn it into an ad product. Now, Pepsi has become the first brand to sponsor Twitter stickers. For this campaign, Pepsi created about 50 stickers based on the emojis that the soft drink brand has featured on its bottles since February as part of its “Say It With Pepsi” campaign. Twitter declined to say how much it is charging for promoted stickers but announced that it is making this new ad unit available for all brands starting Monday.
What Brands Need To Do
Twitter’s searchable stickers are an extension of the emoji marketing that many brands including Coca-Cola and Toyota have experimented with on Twitter. In Asia, branded stickers have long been a popular ad unit on messaging apps, with Japanese chat app LINE racking up over $280 million in revenue from selling branded stickers in 2015. By making stickers available for brands to sponsor, Twitter is giving brands a new native ad product to engage users with. Brands seeking to add a fun sparkle to their Twitter campaigns should certainly look into Sponsored Stickers.