Twitter is asking its biggest advertisers to speak emoji—for $1 million.
Since October, Twitter has designed 17 custom emojis—three of which launch this week for Super Bowl campaigns with Pepsi and Anheuser-Busch. Multiple sources confirmed to Adweek a "seven-figure" price for the branded icons, saying that the custom emojis are reserved for Twitter's biggest advertisers, including Coke, Starbucks, Spotify and Dove. Such brands' million-dollar deals entail packages, per sources, that involve the custom emoji with different combinations of the following: Promoted Trends (which normally cost $200,000), Promoted Moments and Promoted Tweets.
Instead of running a $5 million Super Bowl TV ad, "some of our clients have been talking about custom emojis on Twitter—this kind of investment could yield five custom, completely bespoke emojis on the Twitter platform," said Jesse Cahill, head of planning for North America at Essence.
UNLOCK FULL ACCESS
Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.
VIEW ALL SUBSCRIPTION OPTIONS
