Marketers are putting characters on social media. StubHub's animatronic talking tree with tickets as leaves is one. In commercials, the tree, known as the "Ticket Oak," lives in a suburban backyard and doles out tickets to neighbors.
Hormel Foods Corp. has a cartoon knight named Sir Can A-Lot on Facebook. Diageo 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.
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., whose Flo now has 3.5 million fans on Facebook.
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