Odell Beckham Jr. Emoji App Launch

Project Description


Odell Beckham Jr. (OBJ) is an American Football wide receiver who was drafted by the New York Giants and played 4 years with the team. During his time with the NY Giants, OBJ was one of the most productive and popular players and the first to launch his own emoji app.

Client: Rosenberg Consulting

Year: 2016

Timeframe: 1 month

Main Service: Public Relations

Extra Service: Media Management



Indra Public Relations was tasked with the launch of the OBJ Emoji App and had 72 hours to bring it to #1.


As the first part of our strategy, we crafted a media alert that included the OBJ Emoji’s so that the media would share the imagery in their stories and on their social media pages. We first contacted Adam Schefter, an American sportswriter and TV analyst and asked him to be the first to break this to his 7.8 million followers on his Twitter page. After Adam shared this with his social community, we reached out to top-tier journalists in sports, technology and lifestyle and had them create the buzz around the OBJ Emoji App. Additionally, we devised content that was distributed by OBJ and select journalists for their social media pages.


The outreach garnered millions of impressions and extensive engagement by sports fans worldwide talking about OBJ Emoji’s. Adam Schefter’s social media announcement on Twitter as well as the media buzz that was created, resulted in over 100 million record-breaking social and media impressions. The app reached #1 in both the Apple and Samsung stores. Below are just a few examples of media coverage.
  • Tech Crunch
  • Yahoo! Finance
  • Yahoo News
  • ESPN
  • Daily News
  • NY Post
  • NY Times Sports
  • The Street
  • ADweek
  • Huffington Post
  • Newsday


Review From Our Client

I was contracted to assist with the launch of the Odell Beckham Jr. Emoji App, called MJ, and she and her team delivered nothing short of tremendous success and accomplished a difficult task within a short amount of time.


David RosenbergCEO