Coca-Cola has launched a new campaign using emojis, dubbed “Emoticoke,” in an effort to promote happiness.
The brand registered URLs for every emoji that conveys happiness, allowing consumers to enter any of the smiling icons into a mobile web browser followed by the .ws suffix, which in turn, takes them to Emoticoke.com where you can sign up for your chance to get an emoji web address of your very own, reports AD WEEK.
“Emojis are not accepted on domains such as .com, .net, and .org,” a rep said. “After doing some research on domains that do accept emojis, we opted to go with the .ws because the letters could stand for ‘We smile’ and hence seemed most relevant to the brand.”
Alejandro Gómez, president of Coca-Cola Puerto Rico, says the campaign allows them to reach their younger consumers.
“The vast majority of our audience now visits our website via a mobile device. And since emojis have become a kind of second language for Coke’s younger consumers, we felt this was a great opportunity to connect on a deeper level with our most important demographic.”