Insert thumbs-up emoji here: Old Navy has launched a new website that analyzes users’ emoji usage and rewards participants with a free pair of flip flops and (if they’re lucky), a beach getaway.
At www.emoodji.com, users can log in with Facebook or enter their Twitter or Instagram handle. The system will serve up a heat map of which emojis the person uses the most, and what this says about their mood and personality. Then it unveils their ideal summer destination.
The first 10,000 participants will receive a pair of Old Navy flip flops and six winners will receive a vacation prize package, with destinations including Costa Rica, Nassau and Miami.
The campaign promotes Old Navy’s $1 flip flop sales event on July 4.
“We wanted to tap into the cultural relevancy of emojis and give consumers a fun and engaging way to celebrate our annual $1 flip flop day,” said Taylor Bux, director of digital at Old Navy. “We called it eMOODji because we’re using your emojis to shed more light on your mood. We also wanted to give users the chance to analyze other people’s handles – from their friends to their favorite celebrities – and just have fun playing with the technology.”
Since emoji usage trends high with millennials, Old Navy believes they’ll engage most heavily with the site. “But people of all ages are showing love for emoji these days,” said Bux.
Old Navy is driving people to the website through social media, mobile, influencers, PR and in-store marketing.
