We’ve been trying to write more about the role music can play in the massive messaging apps taking various parts of the world by storm. The latest example is a campaign not from an artist, but from a big brand – Coca-Cola – in China. It’s experimenting with putting snatches of lyrics on its bottles in the country, complete with QR codes that fans can scan and share using the WeChat messaging app. The lyrics turn into “musicons” – theoretically the musical equivalent of emoticons – when scanned and shared. “Now instead of a winky face, or a smile with X’s for eyes, consumers in China can use a quick pop-music clip with its associated animation to quickly telegraph how they are feeling when chatting online,” Tim Doherty, from creative agency Isobar China, tells Fast Company. It’s certainly a big platform for the promotion: in March this year WeChat, which is owned by Chinese internet firm Tencent, said it had 355m active users at the end of 2013 – with at least two thirds of those people in China.

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