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The Brief
Published: 23 Feb 2018

Air New Zealand Plans Emoji Itineraries

Extra
Air New Zealand

Air New Zealand has launched a social media campaign built around the communicative power of emoji. Across its social channels, the airline is asking consumers to send their travel points of interest in the form of emoji to receive customised interactive travel maps.

Jodi Williams, Air New Zealand's general manager of global brand and content marketing, said the campaign is aimed at millennials and Gen Zers, who are familiar with communicating with emoji.

Repackaging information for visually minded online consumers is now a key directive for social marketers. Five billion emoji are sent through Facebook Messenger each day (Facebook, 2017). The web tool Emojitracker gives a real-time glimpse at emoji use on Twitter – the platform has offered the option for marketers to target individuals based on their emoji use since 2016.

Other visual formats are also heading towards ubiquity. Gif-sharing platform Giphy has just closed deals for integration into the Story tools on both Instagram and Snapchat, while Facebook has rolled out interactive 3D objects in its feed, with Lego among the first brands to take advantage of the new format.

To stay in touch with the latest developments in online image culture, follow our regular Pop Culture Round-Ups. For more on interactive formats and how to surface on crowded social feeds, see State of Media: The Fan-First Revolution.

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