Having seen a brief craze during the ages of ‘MSN Messenger’ and ‘AIM’ (Have You Got Mail?): Emojis are resurfacing as something more multi-faceted and powerful than we ever imagined.
With two billion smartphone users worldwide and their various emoji-ready platforms, brands have had to adapt to making an impact in shorter, more emotive impressions. In their deconstruction of the language barrier and ability to change the tone of a text or tweet, the symbols have become vital for delivering brand messages on social platforms.
In the (now ancient) days of AIM, emojis were a simple selection of happy, sad or angry face icons. If you felt a bit wild you might pull out a winking emoji, or even a queasy emoji, but altogether they were usually faces of recognizable emotion. On the modern smartphone however, we are offered a selection of everything from cats (with feelings), to kitchen knives (um…), and religious monuments (okay, fair enough).
Brands started dabbling in emojis on their social media platforms in 2014. Domino’s took the first brave leap forward by “owning” one of the symbols, making the pizza emoji a call-to-action to… Well, pizza.
To order pizza with an emoji, users upload their Twitter handles to Dominos and fill in details of their favorite pizza. Whenever they wish to order that pizza, they tweet dominos the pizza emoji. Creating a one-character order. A representative from Domino’s said:
“We’re paying attention to our customers and know they have all sorts of devices. We want to be able to let them order from any of them”.
It will certainly be interesting; given the variety of the keyboard, to see what other ‘call to action’ functions that emojis could carry out in the near future.
Blog by: Clare