If a picture is worth a thousand words, slap a sticker on it. Preferably one that advertises something. That seems to be the trend as more people use social networking sites to share photos and videos.
And as brands try to get attention from consumers who are sharing their own content rather than consuming mass media, social networking sites are creating new ways to get advertising dollars. Witness today’s announcement from Twitter of its new ad product, Promoted #Stickers.
“Twitter and Pepsi announced today that the beverage brand will be the exclusive global launch partner for Twitter’s newest ad product, Promoted #Stickers. This campaign marks the largest partnership between the two brands to date and is a result of months of collaboration. As part of the partnership, Pepsi will secure featured placement in the #Stickers library in ten countries across five continents, including Argentina, Canada, Egypt, India, Mexico, Russia, Saudi Arabia, Spain, United Arab Emirates and the United States.”
Brad Jakeman, president PepsiCo Global Beverage Group (@bradjakeman) said in the announcement, “By allowing people to add our emojis directly to their photos, we’re giving fans a whole new way to engage. If a picture is worth a thousand words, a picture with Pepsi stickers can really spark a conversation.”
Twitter launched the stickers feature in June. The stickers act as a hashtag – “Those who tap on any sticker will see a timeline of public photos from around the world that used that same sticker.”
Like other Promoted Ads from social networking sites, it’s not clear if promoted Twitter stickers will ever pay off for small sellers.