With the launch of third-party keyboards as part of ioS 8 in Fall 2014, PopKey became the first app to provide users a library of gifs to send from right within their native keyboard. Categorized by commonly-used phrases, these quick bits of content could convey more nuanced emotions that a simple emoji.
As the first brand to partner with PopKey, Dr Pepper took a step beyond engaging with fans on social (brand to fan) and developed content that allowed Dr Pepper to become part of a one-to-one conversation between friends (fan to fan).
