Brands are continually looking for innovative ways to stand out in a competitive market and build meaningful connections with their audiences. Clever branding is one thing, but another more fun avenue is character marketing - a strategic approach that uses a ‘fluid device’ (commonly known as a character or a repeated element) to represent and breathe life into a brand.
Character marketing is more than just creating an identifiable mascot; it’s about building a well-rounded character with a unique personality, voice and visual style, in order to create a brand ambassador that connects with the target audience.
A previous study of 300 marketing campaigns showed that when a fluid device is used they had a notable improvement on market share and brand traction. Fluid devices resonate with the right brain, which responds to elements like characters, dialogue, feelings, and creativity - features that capture broad-beam attention. By incorporating these elements, fluid devices create engaging narratives and interactions that strengthen brand recognition. Everyone knows Super Mario, right?
As a motorsport fan, I have recently noticed a particular team gaining a lot of fans and attention in the media, not just because of their recent championship win, but because of their characterful team livery!
AO (Autumn Oaks) Racing was founded in 2022 by GitHub co-founder and technology entrepreneur P. J. Hyett, and American race car driver Gunnar Jeannette. After the initial debut races, the team wanted a livery that had meaning and stood out on the track.
The inspiration for AO’s distinct design came from Hyett’s previous helmet; a design close to his heart that featured dinosaurs for his son and a unicorn for his daughter. With the help of designer TJ Harley, Rexy was born: a green T-Rex design that transformed the Porsche’s body into a cartoonish dinosaur with playful details like yellow headlights for eyes, little arms on the doors and a grill resembling a toothy smile.
Debuting at the 2023 Sebring race, Rexy became an instant hit, accompanied by dinosaur mascots, stickers, and even inflatable T-Rex costumes worn by team members giving high-fives to fans. As the races went by, his fan base expanded and so did the growing marketing efforts and merchandise store. During the season, the team reached out to fans on social media and asked how they could signify Rexy’s wins, which was a great move for positive fan engagement. This resulted in Rexy’s toothy grin getting a gold tooth for each pole position win!
AO Racing has since become a fan favourite, drawing crowds, inspiring the younger generation and bringing fresh energy to the IMSA race series. Nate Siebens, IMSA’s Communications Director, notes that AO’s cars have captured fans’ hearts, rivalling the popularity of veteran teams like Corvette Racing, and this is reflected in AO’s social media channels, where you can see proud parents watching the races with their sons and daughters, Rexy plushies in hand.
While AO Racing is still relatively new, they are off to a great start within their niche. But how did they resonate so well with their audience?
First things first, they understand their audience! This is the most important factor to consider when making any brand decision. Dive into their demographics, their passions, their culture. Be inclusive and resonate with them, otherwise how can they resonate with you?
Developing an emotional connection with your character as a likeable, well-crafted character can bring a smile to your face, inspire loyalty and turn fans into true brand advocates. Think of your favourite brand characters like Ronald Mcdonald, Tony the Tiger or Aleksandr Orlov, the Meerkat.
Make sure everything aligns with the brand as all branding and characters should reflect the company's core values, personality, and mission. In the case of AO, this is family, fun and competitively fierce racing. Character marketing isn’t for everyone and it’s important to note that if a character for your brand feels forced and unnatural, then you probably shouldn’t use one.
Be unique, do not be an agent of averageness. A memorable, standout design captures attention and differentiates you from the competition. Invest in creative development to give your brand distinct visual traits and a captivating personality.
Utilising Multi-channel Marketing means being flexible and responsive across multiple touch points which allow your audience to be involved in your brand. Social media interaction, advertising, Q&A’s, physical presence at events are all part of the marketing funnel. This cohesive presence reinforces brand identity and deepens audience engagement.
Delivery. Once your audience is invested, they will naturally want to buy from you. Targeted campaigns and loyalty schemes will aid traction and sales… Maybe order in some extra merchandise!
Here at Teapot we have branding, web and marketing services all under one roof, that’s what makes us one of the best integrated agencies in the South West. We can help breathe life into your brand, get your website looking slick and help you with marketing campaigns.