Meiji is advertising its new LINE account featuring characters from its popular Kinokonoyama chocolate brand. LINE is the extremely popular free texting/calling social media service which is monetized by selling or charging companies to offer cute "stickers" (similar to emoticons). Therefore, users who register for the Meiji account can download Meiji "stickers" to send to their friends. Use if each type of sticker is limited to several months - presumably because the companies do not want an unlimited commitment. Nearly everyone with a smartphone in Japan uses LINE and I hear that it is gaining popularity in other countries as well. 明治 きのこの山
Photo is a web capture for explanatory purposes, copyright belongs to the company.