By combining the world's largest emoji, the longest hashtag (100m) and the exclusive #BeTheFastest TVC we took star Usain Bolt to the Thames for the biggest emoji launch on Twitter. The Thames was transformed into an digital running track - recreating Bolt’s 100m. At 9:58 (Bolt’s record) the new TVC & Emoji were revealed. There were 5,000 usages of the #BeTheFastest emoji in 24hours. With 18,000 mentions in 6 weeks. My #BeTheFastest Emoji was even tweeted by the man himself!