Warner Bros is the first UK brand to make use of Twitter's Promoted Stickers feature, launching a series of overlays for its forthcoming Harry Potter spinoff, Fantastic Beasts and Where to Find Them.
Stickers, which are essentially 'visual hashtags', were developed by Twitter earlier this year to let users personalise their photos via a library of accessories, emojis, and props.
Writing in a blog post yesterday (29 August) Twitter's head of editorial, Gordon Macmillan, announced that the movie giant would premiere them in the UK, adding that the new format offered advertisers the "chance to drive brand affinity and raise awareness of their message at scale."
Designs created by brands are featured in the Stickers library, and companies can design four or eight stickers — like accessories and other props — for users to add to their own photos. Images with a brand’s stickers can then be shared with all of a user’s followers, allowing brands to be featured by their fans in what Twitter has called a "truly authentic" way.
The Fantastic Beasts push will run in the UK, US, France, Japan, Brazil, and Spain. The sticker palette was inspired by the movie’s main character, Newt Scamander and @FantasticBeasts is giving fans the ability to place stickers of Newt’s jacket, scarf, suitcase and wand onto their photos.
Pepsi was the first to make use of branded Stickers, unveiling a series of emoji-style decals to give fans "a whole new way to engage" as part of its wider 'Say It With Pepsi' campaign.
Pepsi received featured placement in the Twitter Stickers library across 10 countries including Canada, India, Russia and the US.