Pepsi is the first partner to introduce its own stickers
To increase user engagement, Twitter introduced stickers for photos that users tweet to make visual art more interesting, just like Snapchat. Now, the micro blogging website has partnered with Pepsi Co. to kick off its #PromotedSticker campaign. This is the biggest partnership between the two companies till date.
The partnership comes after Hugh Johnson, CFO Pepsi, recently joined Twitter’s board. Users will now be able to use Pepsi based stickers on the photos they tweet. Pepsi will be able to get featured placement in the sticker library as its stickers will be placed on top. These stickers will be available in 10 countries, including the US, Canada, Russia, Mexico, and India.
“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.”
Being the first company to join the #PromotedSticker campaign, Pepsi will offer 50 stickers that can be used from the sticker’s library. It has already done an emoji marketing campaign with the social network and this partnership will further expand its “Say It With Pepsi” campaign.
Twitter opened up its sticker campaign for brands on Monday but didn’t reveal how much it will cost. COO Twitter, Adam Bain believes that the new stickers will allow people to share their love about Pepsi, which will help the brand to come alive through Twitter. Other brands can also use the campaign with their own customized stickers.
The success of Pepsi stickers will be measured by how many people actually end up using these stickers on the photos they tweet. The partnership will include a Niche creator to show users how they can use these stickers on their photos. Twitter platform will help the beverage company to increase its global reach, as the social network is used by a diverse audience.
Twitter has been struggling to add more users to its network and thus has been working to lure in more users and publishers. It opened up its Moments to brands and publishers so they can create user friendly content. It will also stream live NFL games to give its video section a boost so it can compete with the likes of Facebook and YouTube.