Distribute the content via paid, earned and owned media, integrating the story and character into traditional marketing.
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The Hamburglar can point the way (we are unclear on why that marketing character does not appear to still exist).
FORBES: McDonald's a "Good Inflation Play"
Mr. Phoenix's prank underscores one of the main risks of the in-character promotional strategy, marketing executives say.
WSJ: Sacha Baron Cohen's PR Blitz for 'The Dictator': Good Marketing or Just Annoying?
In the marketing world, they give consumers shorthand codes about the character and identity of products and companies.
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Nike created a marketing push that involved the creation of Johnny Kilroy, a fictional character that was conspicuously a lot like Jordan.
FORBES: Michael Jordan's Johnny Kilroy Makes Return After Nearly 20 Years with Fun Marketing Push
Penney attempted a complete transformation of its brand promise yet failed to infuse every customer touch-point the merchandising, marketing, customer service and store environment with its new character.
FORBES: J.C. Penney: Change Leadership Can Pull It Through
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