What's this? What's happening? What's going on? Fans of Will & Grace know and love the hilarious reactions and iconic lines of the series past and present, so we wanted to find a way for the audience to better express themselves in this digital age but with a little fabulous flair - because regular ol' emojis are so passé.
Grindr, a natural partner for the Will & Grace brand, co-created a pack of custom Will & Grace themed "Gaymojis" for the Grindr Gaymoji extension to be used in text conversations and on the popular gay dating app. To promote the Gaymojis, we created mock-texting assets and utilized the Gaymojis in social fan engagements on Twitter and Facebook. Once Instagram introduced GIF buttons, many of these were converted into GIF stickers using the Will & Grace GIPHY page to spread the love.
The Gaymojis were a huge hit with fans! Over 2.8 million Gaymojis were sent on the Grindr App and through texts, with over 90K sent a day. Fans continue to incorporate them in text and social conversation throughout the new season.