Mindshare: The New Emoji World Order

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This week on Mindshare’s Culture Vulture Live, Alexis Fragale looks at the increasing popularity of emojis and what brands are doing with them.

It’s no secret that emojis have exploded in popularity over the past couple years. Just last week, the Internet celebrated World Emoji Day, generating over 300,000 tweets for the hashtag alone. And today nearly half of all comments and captions on Instagram have emojis in them.


Now, a new company called Fooji is letting people order meals online by simply tweeting a food emoji. After signing up through Twitter, all you have to do is tweet an emoji that represents what you want to eat, be it a burger, fries, pizza and more. Fooji then selects a local restaurant to deliver your order. You can’t customize your meal or sub something out -- you just tweet the emoji and Fooji takes it from there. All orders cost a flat fee of $15.

A lot of different brands and marketers are getting in on the emoji trend. In fact, Dominos actually launched a program in May to let you order their pizza by tweeting emoji (the first brand to do so). Pepsi and Victoria’s Secret launched their own emoji keyboards for World Emoji Day. Even the White House has gotten in on using emoji online.

We’re looking at the rise of a new kind of brand storytelling -- something that could lead to more convenience for consumers when they buy online.

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