Here’s how Chevrolet introduced its press release announcing the 2016 Chevrolet Cruze:
Words alone can’t describe the new 2016 Chevrolet Cruze, so to celebrate its upcoming reveal, the media advisory is being issued in emoji, the small emotionally expressive digital images and icons in electronic communication. Try and decode this news or watch for the decoder at 2 p.m. EDT on Tuesday. #ChevyGoesEmoji
It’s true, PR folks. This is what the profession has come to—brands pushing out all-emoji press releases. Here it is, if your eyes can take it. At least part of it has something to do with the new model having better gas mileage.
Is it attention-grabbing? Sure.
Is it cute? I guess so.
Will it make some car buyers never want to purchase a Chevy Cruze? (Insert emoji of person raising his hand).
I don’t blame them for going emoji. With a product starting at around $16,000, those who frequently use the emoji in daily communication are the Cruze’s target demographic.
Chevy isn’t the first brand to tap into the marketing power of the emoji—Domino’s launched the order-with-pizza-emoji in May. But it is the first, as far as we can tell, to offer a press release all in emojis.
Well done. Let’s hope as few brands as possible follow suit.