American clothing brand Old Navy is promoting its summer clothing range with a mobile-optimised site that aims to translate consumers favourite emojis into flip-flop and holiday destination recommendations.

The emoodji site lets users log in with Facebook or enter their Twitter or Instagram username. The site then calculates the most-used emoji for the specific social platform, and assigns users a beach destination and a pair of Old Navy flip-flops based on their results.

As well as enabling users to share the mood board created by the website, Old Navy will be rewarding 10,000 people who try the website and share their results within the first 20 days a free pair of flip-flops, as well six lucky entrants who will be rewarded with a beach holiday at destinations like Cabo San Lucas, Palm Springs and Costa Rica.

The site is designed to promote Old Navys summer collection, in particular its $1 flip-flop sale that begins on 20 June, the final day of the contest, while also providing the company with social marketing on the platforms popular amongst its young target demographic.