Major companies including Pepsi and Anheuser-Busch have rolled out custom emojis on Twitter just in time for Super Bowl 50 for a price tag of around US$1 million.

The custom emojis will be used in ‘Promoted Trends’, ‘Promoted Moments’ and ‘Promoted Tweets’ throughout one of the social media platform’s most popular time, but the exposure certainly hasn’t come cheap.

The move reflects the changing strategies of companies like the aforementioned Pepsi and Anheuser-Busch (the parent company of the Budweiser brand) who have seemed to shift focus from traditional platforms like television advertisements to a balance of television and digital platform advertisements in order to gain traction with younger audiences.

Anheuser-Busch has created emojis for both Budweiser and Bud Light with Bud Light expanding its “The Bud Light Party” campaign that includes stars Amy Schumer and Seth Rogen.

Senior Director of Digital Connections at Anheuser-Busch Azania Andrews said that the company was excited to be bringing something new to audiences and to promote the brand in a new way.

“We will be the only alcohol, wine or spirit brand to have custom emojis that will launch [for] Super Bowl when our spots release,” she said.

“We know that custom emojis are a relatively new addition to Twitter, and we’re really excited to bring that to consumers and help us spread the word.”

In the case of Pepsi, the soft drink brand will have its #PepsiHalftime emoji to support its sponsored halftime performance. Interestingly, during this year’s Super Bowl, Pepsi will focus a massive 40% of its advertising efforts on digital platforms.

Head of Planning for North America at Essence Jesse Cahill believes that when people think about Super Bowl advertisements tends to be around brand awareness and perception.

“Whether it’s a branded keyboard or the [Twitter] emoji, we look at those things,” he said.

“But for the most part, we think about building brands and what is the most effective and efficient thing. When you think about Super Bowl advertising, it tends to be around brand awareness and perception.”

Verizon Wireless is also competing on the Twitter front as it has bought Twitter’s Promoted Trend #Minute50 to attract fans to win major prizes like Super Bowl tickets and 55-inch televisions.

This new trend from Twitter isn’t looking likely to slow after the Super Bowl as it has already created sponsored emojis for Star Wars while creating emojis for major upcoming events including the 2016 U.S. Presidential Election and the Chinese New Year.