Coca-Cola has become the first brand ever to pay for a Twitter emoji, after it purchased a picture of two Coke bottles clinking under the hashtag #shareacoke.
After it went live on Friday, the global soft drink manufacturer claimed a world record for the “largest Twitter cheers!”
Twitter has in the past created the same function for brands such as MTV and film franchise Star Wars but it has been the first time it has been part of a paid ad deal.
Ross Hoffman, senior director of global brand strategy at Twitter, told tech site TechCrunch: “Coca-Cola is a massive global partner of Twitter and they have been pushing us for some time on building a custom emoji.”
Coke’s foray into emojis follows on from other global brands picking up the trend. McDonald’s are reportedly using them in its ads, IKEA has created its very own set of emoji and the WWF has used a set of endangered animals in theirs.