UPDATE AS OF SEPT. 21, 2015:  Coca-Cola set a record for the "World's Largest Cheers" last week through the creative use of the #ShareaCoke hashtag on Twitter, which instantly generated a special emoticon featuring a pair of clinking Coke bottles. Between 12 a.m. ET on Sept. 17 and 12 a.m. ET on Sept. 18, #ShareaCoke recorded more than 170,500 mentions globally. “It’s a tremendous opportunity for Coca-Cola to be the first brand and global advertiser to partner with Twitter on this project,” said Jennifer Healan, group director, Integrated Marketing Content, Coca-Cola North America. “Together with fans we successfully created the World’s Largest Cheers! We hope they continue to join in on the fun with us. We’re really excited to continue bringing our Coca-Cola emoticons to life again and again across future campaigns.”  

ORIGINAL STORY PUBLISHED ON SEPT. 16, 2015

Coca-Cola and Twitter are giving fans the chance to “Share a Coke” in a fun new way – and help set a world record. On Thursday, Sept. 17, an emoticon featuring two Coke bottles clinking will appear every time #ShareaCoke is tweeted.

Coca-Cola will encourage Twitter to activate the “hashflag” and help create the “World’s Largest Cheers." After a 24-hour period to set a new world record verified by RecordSetter, Coca-Cola will continue to activate with hashflag emoticons through the remainder of its 2015 campaigns.  

This is the first time Twitter is building a custom brand emoticon for a global advertising partner. Coca-Cola will promote the record-setting attempt on its Times Square sign in New York through the weekend, and on the MyCokeRewards homepage.