emoji这种梗，老外才不会放过

老外课，我新加入的板块。主要分享老外做营销的内容。

废话不多说，看看今天的推荐案例。

原文

来源：Engine is Red（不想看英文往下拉） 

Vino lovers: ever notice when the wine emoji comes up, you only have one option? Either did I, but for years, white wine lovers have lamented the fact that red wine is the only emoji option.

Enter Kendall-Jackson Winery, who submitted a whopping 15-page proposal, created with help from The Engine is Red, to the Unicode Consortium to create a white wine emoji to represent fans of a lighter, sweeter vino.

For years, Kendall-Jackson consumers and Chardonnay fans have been reaching out to us asking ‘where is the white wine emoji?’” said Maggie Curry, director of marketing for Kendall-Jackson Winery. “This is our chance to do something about it, not just for our fans, but for the global wine community at large.”

Not only are fans guzzling at the chance to help, so are fellow wineries. Two California wineries — Flora Springs and Fetzer — are using the hashtag #whitewineemoji and sending their own proposals to Unicode.

The Unicode Technical Committee (UTC) chose Kendall-Jackson’s proposal for review. UTC members — all 12 of them — will then vote to approve or deny the White Wine Emoji in spring 2019.

“This campaign is an expression the deep love of wine and wine culture that is shared by Kendall-Jackson and the many wineries we’re partnering with,” said Chris Denny, co-founder and president, The Engine is Red. “This is a fun way for them to connect with their tribe, millions of people out there who are craving the white wine emoji.”

翻译

葡萄酒爱好者:有没有注意到，当葡萄酒表情出现时，你只有一个选择?我也这么觉得，多年来，白葡萄酒爱好者一直在哀叹，红酒是唯一的表情符号选择。

肯达尔-杰克逊酒庄(Kendall-Jackson Winery)提交了一份长达15页的计划书，这份计划书是在Engine is Red（广告公司）的帮助下制作的。

多年来，肯德尔-杰克逊(Kendall-Jackson)的消费者和霞多丽(Chardonnay)的粉丝一直在问我们，“白葡萄酒的emoji表情在哪里?”肯代尔-杰克逊酒庄(Kendall-Jackson Winery)的市场总监玛吉·库里(Maggie Curry)说。“这是我们采取行动的机会，不仅是为了我们的粉丝，也是为了整个全球葡萄酒界。”

不仅酒迷们热衷于提供帮助，其他酒庄也一样。加利福尼亚的两家酒庄——弗洛拉·斯普林斯和费茨——正在使用#whitewineemoji标签，并将他们自己的建议发送给Unicode。

Unicode技术委员会(UTC)选择了肯德尔-杰克逊的建议进行审查。UTC的所有12名成员将在2019年春季投票通过或否决白葡萄酒表情符号。

“这场活动表达了肯德尔-杰克逊(Kendall-Jackson)和我们合作的许多酒厂对葡萄酒和葡萄酒文化的深厚热爱，”联合创始人兼总裁克里斯•丹尼(Chris Denny)说。“对于他们来说，这是一种与自己的部落联系的有趣方式，数以百万计的人渴望着白葡萄酒的表情符号。”

脑洞

适用场景：有广泛受众但是没有代表表情的，适合时间长的品牌或品类。如果这时候有个代表商家起头，那就是十分亮眼的营销，比如中国的白酒？茅台走一个？

衍生场景：比如官方恶搞的表情包，类似金拱门大叔？（不过大中国的广告一向很高大上，要让官方吐槽很为致命），蒙牛也不是没有尝过慌的一批的关注。

关注公众号”雅各布的作业簿“，看更多有趣营销。