Primark has unveiled its own “Keyboard” for the festive period featuring a multitude of Christmas-themed emojis including novelty jumpers, gingerbread men, a pug and a shopping bag bursting with presents.
Available for iOS and Android, the app enables users to insert the icons directly into any iMessage/MMS or Facebook message. Also available are fun animated GIFs including sparkling Christmas trees and glittery party dresses.
The launch comes following iOS 10’s new themed stickers in its Messages apps. Within an iMessage on an iPhone or iPad for instance, users can click on the ‘Store’ button to download a variety of different packs. Primark is one of the first retailers to offer one. H&M also did it for the launch of its Kenzo collection, while other brands including Starbucks, Super Mario and the Mr Men line have versions too.
Olly Rzysko, head of digital comms, at the retailer, commented: “Christmas is the time for giving and we wanted to give our fans the opportunity to make their messages much more festive in 2016. It’s simple, it’s easy, and it’s free and really captures the emotion and fun that surrounds the most wonderful time of the year.”
The Keyboard was created by messaging agency Snaps, which has also worked with brands including Coach, Macy’s and Dove. Snaps’ CEO, Christian Brucculeri, said: “We’re thrilled to support Primark’s entry into the mobile messaging market with their holiday-focused keyboard. With this launch, Primark is taking its first steps into consistently being in the consumer conversation on messaging apps like iMessage, WhatsApp and Facebook Messenger. At Snaps’ we’ve shown that consumers sharing of brand emojis, stickers and other related content drives an increase in awareness, brand favourability and purchase intent.”