Primark launches festive keyboard app

Primark has unveiled a new keyboard app which will enable users to integrate a host of festive icons into their messages in the lead up to the Christmas season.

The free app which is available on iOS and Android devices was developed in partnership with Snaps, a technology business specialising in keyboards, iMessage stickers and chat bots.

Included among the icons are one of Primark's signature brown paper shopping bags bursting with presents, Christmas jumpers, Santa hats, crackers, Christmas trees and candy canes among others. Also featured are animated gifs such as sparkling Christmas trees and glittery party dresses.

Primark head of digital communications Olly Rzysko said the retailer wanted to give its customers the chance to make their messages "more festive" in the run-up to Christmas. "It’s simple, it’s easy, and it’s free and really captures the emotion and fun that surrounds the most wonderful time of the year," Rzysko said.

Snaps CEO Christian Brucculeri said the keyboard ensured that Primark would be at the centre of the users' conversations on apps and platforms such as iMessage, WhatsApp and Facebook Messenger. "At Snaps we’ve shown that consumers sharing of brand emojis, stickers and other related content drives an increase in awareness, brand favorability and purchase intent," he said.

The keyboard app is available to download from the App Store now. Search for Primark Keyboard.