- WHITE PAPERS
A&W has brought back its mascot, Rooty, and is incorporating him in a variety of marketing campaigns, including the chain's new mobile app and through the "bear cam" online.
The company also tried to create a LinkedIn page for Rooty, but was shut down on Feb. 13. A&W followed up with LinkedIn representatives to try and keep the page live, but to no avail.
"Although they found Rooty's profile clever and funny, they ultimately shut it down because 'Rooty isn't real.' For all of us at A&W Rooty is very much 'real,' and all of the recommendations and networking connections were done by someone real, not an autobot or generic response," said Liz Bazner, A&W's social & digital communications strategist.
To appeal to LinkedIn, A&W has crafted a video response and a social media campaign promoted with the hashtag #RootyIsReal.
Check out Rooty's video below:
Read more about social media campaigns.