Vinnie the panda to head Fox's social media campaign

by Elizabeth Clifford-Marsh, revolutionmagazine.com 26-May-09, 12:04

LONDON - The face of Fox's biscuits Vinnie the panda is to front a social media campaign which will see him answer biscuit related questions on Facebook and Twitter.

Vinnie will host a new Fox's website, and will blog on Facebook and Twitter as part of a £7 million integrated campaign created by Mother and DigForFireDMG.

The website allows users to create and distribute audio and video messages from Vinnie to friends via Facebook, Twitter, email and text, while online apps will chart Vinnie's guest appearances in the UK as he embarks on a series of ‘business trips'.

Vinnie was introduced as Fox's ambassador in 2008, primarily as a TV ad character and according to Mike Driver, marketing director at Fox's, sales increased £4.3m following Vinnie's debut.

Reversing the usual pattern of TV spawning online content, Twitter has confirmed it has partnered with TV production houses to integrate live tweets into a new reality TV programme.