The footwear retailer Footlocker and RuPaul’s Drag Race – a logo reality contest show, have been the most recent brands to join the mobile marketing trend of emoji keyboard applications. Since Wednesday, their attempt to connect further with fans through the emoji keyboards has proven successful for RuPaul’s Drage Race with over one million launches. Foot Locker has also reached an immense amount of fans and has created a new name for the emoticons, Shoemojis.
With the intention of creating awareness about season 7 of the RuPaul’s Drag Race show, the new keyboard was said to get great word-of-mouth. “With the keyboard, fans take content and share it with friends organically in messaging, generating awareness and engagement about the show.” Said Christian Brucceleri, CEO of snaps New York.
http://www.mobilemarketer.com/cms/news/messaging/20252.html
With the two primary goals being to create deeper engagement with existing fans and secondly to drive awareness of season 7, the emoji app seems to be a success allowing the Logo to spread the word for them. With the proven success of the Drag Race keyboard over the last week, emoji keyboards and brand stickers certainly are strategy’s that brands should investigate.
One of Footlockers aims is to draw users to the app for the keyboard and have them purchase merchandise which is offered through mobile. The Footlocker Shomoji is also a part of their app that they recently launched, which allows consumers to browse upcoming release details, shop for shoes, locate stores and connect with other sneaker enthusiasts. The intention of the app is to create brand awareness as well as a broader social conversation about the brand.
The new spin on the emoticons became largely popular amongst the gen y’ers and shows a great opportunity for marketers to engage users!
After 5+ years in development, we're excited ... 
