The Oprah Winfrey Network is promoting one of its biggest shows, Tyler Perrys The Haves and Have Nots, with an emoji keyboard that incorporates video clips, encouraging fans to share content and build awareness.

The app will enable users to message one another with short video highlights from the show, along with previews of upcoming episodes. The app also includes themed emoticons, gifs from the show and stickers to be used in messaging applications.

According to messaging technology firm Snaps, who created the application, the app is the industrys first video keyboard, and represents a considerable leap forward in messaging technology and engagement for television shows.

The show already has a very engaged fanbase who make use of social networks to discuss the show, and the aim of the app is to take those conversations beyond Facebook and Twitter, and into everyday conversations.

“Its almost like a sporting event when the show is on,” said Harriet Seitler, chief marketing officer for the Oprah Winfrey Network, in an interview with Mashable. “People are live-tweeting it and commenting back and forth.”

“We know millennials are spending more time in messaging applications and watching more short-form video content than average,” said Christian Brucculeri, CEO of Snaps. “Releasing a snackable video feature in our keyboard product addresses these market trends and is a natural next step in providing rich media solutions for our brand clients.”