Using social media platforms, the Kathy Beth character has been constructed to the point where it feels like she truly exists as a real person. She has her own Facebook and Twitter pages where she shares stories about being a teenager, having celebrity crushes, living through 8th grade drama, and of course, her love for Katy Perry.
Interestingly, Kathy Beth has almost turned into a celebrity in her own right. On Facebook, she chats with her fans and encourages them to share their own geeky photos for a chance to be a feature friend in her Facebook profile picture. She invites people to photoshop her photos with fun backgrounds for a chance to be included on her wall.
To top it off, continuity in the campaign plays a key role. Special guests from the music video (Rebecca Black, Darren Criss, Kevin McHale, Hanson, Kenny G, Debbie Gibson and Corey Feldman) become “real life” characters as they are featured in Kathy Beth’s YouTube “video blogs”.
Knowing your audience and ways to connect through relevant social engagement is critical to any campaign or marketing success. Overall, a successful promotional tactic for this popstar. However, now that she’s got the audience, the campaign could become even more powerful if the video blogs continued beyond just their initial release — as sort of an ongoing piece to continue the audience engagement with this fictional character.
414,000 likes and counting ain’t bad at all….