Twitter Gets Serious With Its Million-Dollar Branded Emoji

After launching the hyped Twitter branded emoji last year, the company is gearing up, Super Bowl style (and effectively priced just like those coveted TV spots, typically in the seven figures), with emoji for brands looking for even wider distribution.

AdWeek reports Twitter’s hefty $1 million price tag on newly branded emoji for top brands, such as Coke, Starbucks, Spotify and Dove. These brands are partnering with Twitter to receive a customized emoji that is normally built upon other Twitter advertising foundations, such as Promoted Trends, Promoted Moments and Promoted Tweets.

Anheuser-Busch today launched two Twitter branded emoji promoting Bud Light and Budweiser. The company expects that the emoji will be used heavily during the big game when their commercials air.

Verizon is also engaging in the Twitter emoji experiment. A promoted trend was used for Verizon with the hashtag #minute50, and the company distributed prizes such as tickets to the big game and 55-inch TVs. To see the emoji in action, click the tweet below.

One tiny text wins you a 55-inch TV. Text Minute50 to 502016 to enter. #Minute50https://t.co/1UYBwGRR1d

— Verizon (@verizon) February 1, 2016

Pepsi and Starbucks are also on the emoji bandwagon, leveraging Promoted Moments for greater distribution.

Will this save the company? It certainly keeps them in the green on the revenue side. But time will tell how these new promotional tactics will engage the audience and keep them on the microblogging platform.

We’ve reached out to Twitter for comment and will update this post if we hear from them.