Knights, Pirates, Trees Flock to Facebook
Posted by exitlanguages
Mascots and Other Embodiments of Corporations Make a Comeback in Order to Tweet and Interact
A new marketing campaign for StubHub, the ticket-resale website, stars a 25-foot-high animatronic talking tree with tickets as leaves. In commercials, the tree, known as the “Ticket Oak,” lives in a suburban backyard and doles out tickets to neighbors.
It is quite a departure from StubHub’s last ad campaign, which showed people dreaming about getting a ticket to a concert or a big game. But with the Ticket Oak character, StubHub hopes to make a splash on Facebook and other media.
StubHub, a unit of eBay Inc., (EBAY +2.67%) is just one of a number of marketers that have turned to characters—both live action and animated—to help sell their products in the past year. Hormel Foods Corp. (HRL +0.96%) now has a little cartoon knight named Sir Can A-Lot. Diageo (DEO +2.01%) PLC launched an ad campaign for its Captain Morgan rum last May that starred a live-action Captain character. It is the first time the character has appeared in TV ads, although the rum’s label has long included a drawing of the pirate.
Ad executives say consumers on Facebook are more likely to bond with a character than the traditional company page on the social-media website.
“Consumers are less likely to have a conversation with a logo or a PR guy on social media,” said Jeff Charney, chief marketing officer for auto insurer Progressive Corp. (PGR +1.36%). Since 2008, Progressive’s TV ads have centered on a perky sales clerk named Flo, who touts the insurer’s rates. She now has 3.5 million fans on Facebook, where she posts comments about new Progressive products.Characters also offer a softer way to sell a product, which is important on social media where executives fear that blatant selling or promotion can turn people off.
Strange Random Mascot Quote:
“Did anybody notice that the NCAA made the ridiculous ruling banning American Indian mascots from its headquarters in INDIANapolis, INDIANa? … Just wondering.” – Mike Bianchi
- StubHub Founder: Don’t Listen To The So-Called ‘Experts’ (businessinsider.com)
- eBay to launch ticketing site StubHub (guardian.co.uk)
- Hill v. StubHub (jolt.law.harvard.edu)
- StubHub to service Philadelphia Flyers fans (sportspromedia.com)
- Progressive Harnesses the Power of Its Brand Mascot on Social Media (contently.com)
- Looking for Baseball Tickets? You Might Want to Avoid These Slow Sites (mashable.com)
- eBay’s StubHub buys Singapore startup Peekspy for undisclosed amount (sgentrepreneurs.com)
- StubHub Gets Section 230 Immunity from Anti-Scalping Laws Because Users Set Prices–Hill v. StubHub (ericgoldman.org)
Posted on March 27, 2012, in Article and tagged EBay, Facebook, Fanvenues, Flo, Indianapolis, Progressive, Progressive Corporation, San Francisco, Social media, StubHub, TechCrunch, Television advertisement. Bookmark the permalink. Leave a comment.