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A&W Approach To Social Media

A&W Restaurants' 39-year-old mascot, Rooty the Great Root Bear has returned as a social media voice. The strategy is run by Liz Bazner, the 1,200-unit Lexington, Ky.-based chain's social and digital communications strategist. When the Rooty character was ejected from LinkedIn professional networking site for being fictional, the company started a Facebook and Twitter campaign with the hashtag #RootyIsReal. Rooty and A&W have more than 4,000 Twitter followers and more than 155,000 Facebook fans. Bazner said Rooty would soon be appearing in a series of six seconds-long videos on the Twitter-linked Vine platform.

Read the whole story at Nation's Restaurant News »

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