With the launch of a new feature named Moji, popular video-calling app Skype has added stickers to its chat windows across all platforms. Unlike most stickers in other messaging apps, however, Skype collaborated with Microsoft’s media partners such as Universal Studios, Disney, and BBC to allow users to share short moments from popular movies and TV shows in GIF form.
What Brands Should Do
This new feature is one of the most recent development in the evolution of branded stickers in messaging apps, which offer brands and media owners a new way to make their content available to consumers in conversational contexts, while also enabling fans to share and spread the content. In some cases, content owners also charge an in-app purchase fee for the stickers, which gives them a new revenue stream. As messaging apps continue to diversify their services and revenues, brands should consider making their popular Intellectual property available in sticker form.
The Lab has extensive experience working with brands to develop campaigns and communications strategy for messaging platforms. Last year, the Lab developed a campaign on Kik for Sony Music to promote a new album launch of popular boyband One Direction, which later earned us a Smarties Award from the Mobile Marketing Association. To learn more about sticker usage and brand opportunities on messaging apps in general, you can contact our Engagement Director Samantha Holland ([email protected]) and schedule a visit to the Lab.