Each emoji is mapped to a specific price, so when players tweet a combination of emojis that equals at least $20 in groceries, they will receive a receipt from @SuperSweepABC, as well as a celebratory video message from Supermarket Sweep host Leslie Jones.
Twitter said it built a custom reply engine to handle the tasks of listening for emoji combinations, mapping them to real grocery store prices, determining winning combinations and delivering receipt-style tweets.
Twitter Next head of media and entertainment strategy Bridget Harvey said in an email, “Twitter and TV have always been the perfect pair. It’s exciting to work with ABC on such an innovative activation that meets fans where they are on Twitter and complements their viewing experience with this interactive experience. It’s a fun, modern way to bring this classic show back to the forefront of conversation.”