For today’s #TBT post, I take the risk of going back several years – six to be exact. That’s always dangerous given how quickly the media world has evolved since January, 2017 when this post first appeared – not to mention a global pandemic that has flipped our reality upside-down.
The topic? Station mascots, a significant part of radio marketing in the 80’s and 90’s that have been all but forgotten in recent years. But like a lot of things radio stations stopped doing, they still make a lot of sense today.
Yes, it’s still a cold January in many American cities and towns. But pitchers and catchers report in less than three weeks, and spring will be here before we know it. As COVID subsides and warm weather activities take over, there’s a lot to be said for capturing the public’s attention in local markets by being visible. Yes, that’s what mascots do.
For the NCAA men and women’s basketball tournament last year, Nissan launched “Road 2.,” leveraging college and university mascots across the country for their campaign. Here’s a :15 that was part of this series:
The TV commercial at the top of today’s post for Coors Light is one of many current ads highlighting the humor, relatability, and cross generational appeal of mascots – not to mention they have the ability to cheer people up, make great shareable selfies, and remind us what it’s like to be a kid again. – FJ
P.S. Post your mascot (or your favorite radio mascot in “comments” below or on my Facebook, Twitter, or LinkedIn page.
January 2017
In the world of marketing and branding, mascots have always played a unique role. They can be corny and even kitschy, but they’re often an effective way in which to humanize even the most mundane companies and organizations.
Sports has always been one of the biggest players in the mascot industry, whether on the college or pro level. And ESPN has picked up on that in a number of funny promos over the years. Most recently, former quarterback now spokesperson Peyton Manning plays the befuddled star in a humorous Papa John’s commercial that depicts a horse mascot war between the Colts’ Blue and the Broncos’ Miles, his two former teams.
When it comes to mascots, sports has always been a staple. For a more utilitarian vertical like grocery brands, mascots can humanize products that don’t often excite or inspire. And that’s why Borden’s brought Elsie the Cow back several years ago, and why B&G Foods is now returning the storied Jolly Green Giant to prominence.
B&G bought the business from General Mills, and now looks to jumpstart the brand by dusting off a mascot that first came to prominence nearly a century ago. But in 2017, there’s even more potential to effectively cultivate and grow a brand by using a lovable mascot.
The new version of the Jolly Green Giant has a multimedia campaign behind it. Socially, #TheGiantAwakens is the umbrella slogan of a campaign that covers just about everything, including an Instagram account, YouTube videos, and a Spotify playlist.
It is noteworthy how the mascot is the foundation of a marketing strategy designed to bring life to a legacy brand, along with multi-generational appeal so necessary for mass market products. The new Jolly Green Giant campaign serves as a reminder of how radio brands might benefit from the mascot strategy in myriad ways.
1. Mascots bring a tangible factor to radio brands.
I was part of several “Fox” campaigns for some of the early Classic Rock stations back in the ‘80s, including KCFX (Kansas City), WOFX (Cincinnati), and WRFX (Charlotte) to name a few. It was a former owner of those first two properties – Jay Hoker – who conceived the Fox mascot. He sensed that his stations would last a lot longer and be more memorable than competitors who were simply call letters and frequencies. And he was right. The three stations I mentioned are still on the air – in format and in leadership positions – 30+ years after their debut.
2. Stations with fun mascots develop a personality apart from the people on the air.
Like the “6th man” in basketball, a mascot brings a personality to stations – something that SiriusXM, Spotify, and Pandora simply don’t have. Even stations that don’t have big morning shows or major daypart personalities, can benefit from that human touch and fun spirit a mascot can bring.
3. Mascots have the ability to connect with fans from many different generations, ethnicities, and walks of life.
From target listeners to their kids, these bigger-than-life representatives work on many different levels. They break down barriers and make radio brands more accessible. In the case of the aforementioned Classic Rock stations, it was essential to have broader appeal for a format that was unproven back then. Mascots help introduce stations to new audiences at events and promotions where people can meet them face to face.
4. Mascots get you noticed.
Whether with inflatables or merch, when mascots show up at events – especially agnostic ones like fairs and festivals – they can steal the scene, helping stations stand out in a memorable way. Given the ways in which brands compete against one another for attention, a station mascot can cut through the clutter. And from a sales standpoint, mascots can bring crowds to promotions, far better than the van, a card table, a prize wheel, and a tent.
5. B&G’s resurrection of the Jolly Green Giant is proof positive that with social sites, video, and other digital assets, mascots can provide brands with great presence in lots of places.
And they can generate sharing that one-dimensional radio brands might not receive. When you think about station mascots from the ’80s, most were very one-dimensional. They were imaged on the air and showed up at events and promotions, but that’s pretty much where it ended. Today, digital, social, mobile, and web tools make it possible to inject even more personality into these station symbols. Rethinking mascot parameters as B&G has done opens up entirely new possibilities.
The truth is, mascots test.
Solid radio brands can get even bigger with giant-sized strategies. Even green ones.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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The Buzzard in Cleveland, never an actual costume, has remained a longtime symbol of the station. This is an excellent article. Being the person in the costume should receive “combat pay.” When we flipped Cleveland rock station M105 to then Oldies Based AC Majic 105.7 we decided to launch with a Majic Rabbit. We go from playing Zep to Manilow. I have often wondered where the kid is that was in the costume on the rabbits first appearance. It was the last. Mainly because the costume was ruined after that one event. I am sure many others have had so much better luck with mascots. 😉
If those mascots could talk, right? Actually, those who wear the costumes likely have great stories to tell. I actually knew two people chosen to be their school mascots – one in high school and one in college. Aside from the obvious discomfort especially during warm weather, each confided it was very easy to meet friendly representatives of the opposite sex, apparently one of the perks of wearing these absurd costumes. Thanks, as always, Mike.
WZPH=We’re Zephyhills Power Heroes
Costumed Super heroes, called Power Heroes (because of the “P” in the call letters) number a couple dozen in parades. Chief “mascot” is Hulk. Not quite Incredible…just…Impressive.
Impressive Hulk…part of the 2-man DJ team for WZPH. Only 2 DJ’s 24/7. The rest are SJ’s. WHAT are SJ’s?
Singing Jocks. Instead of talking over song intros, they SING the intros! wzphfm.com
Well, there you go.
I expect iHeart will jump onboard with a series of soft robots for their various formats. No pesky humans to want combat pay. One low-paid handler to drive them to and fro and provide security. Audacy would like to follow their lead, but they can’t afford them.
Wait, Brian! Are you inferring the “mascot budget” has been cut?
At Jeff-Pilot/Lincoln’s WLYF Miami we introduced “Louie the LITE Bear” in the late 90s. A six-foot tall anthropomorphic polar bear — out of place in the tropics of South Florida — which made his presence all the more novel.
Louie attended as many appearances and station events as possible. What better way to bond with moms than to trot out the LITE Bear for hugs and high-fives with their kids?
Louie’s image wound up on t-shirts, posters and the LITE FM website. Even our occasional unattended overnight hours were listed as being hosted by Louie the LITE Bear — the inside joke being that polar bears are mute. (He even had his own bio page; “It all started at a little 500-watt radio station in Jamestown, N.D. — where part of my duties included scraping ice off the towers …”)
One promotional project we never were able to launch was a series of coloring books featuring Louie; they would’ve made a great sponsorship tie-in. (“Louie Visits the Museum of Discovery & Science”, “Louie Shops at Publix”)
Some of the most fun I had as PD was inside that polar bear suit!
I can only imagine, Rob. Thanks for the great Louie story.
Fred…our PBS Kids Fest is full of mascots, and it is the biggest “hit” to the kids and parents…no reason why it can’t be used in other formats. Gritty truly has a huge social media following even outside of Flyers fans!
Tom, I love when these mascots have their own social profiles, making connections even stronger.
And just this morning I read that KRKO/Everett WA is bringing back “Kroko the crocodile” which tied into their imaging in the 1950s (!) as “KROKO DIAL 1380.” (Clever.) It’s part of the station’s 100th anniversary celebration, but I wouldn’t bet against Kroko being back to stay, given that KRKO is a Classic Hits station.
I’ll keep my eye out for that Kroko, K.M. It reminded me of the 97Rock “Rockodile,” another weird mascot.
Worked at 1 (The Buzzard) WMMS/Cleveland. Admired the other (Sweetmeat) KSHE/St. Louis. And the 101-KGB San Diego Chicken
rounds out the Top 3.
Fred, what you’re suggesting is MARKETING, BRANDING, PROMOTIONS and things that successful companies do. Obviously what worked in the 80s and 90s “doesn’t work” today (in the minds of bean counters). Three words come to mind here – San Diego Chicken. Ted Giannoulas, who plays the “San Diego Chicken,” (still) has performed in 50 states, eight countries and over 900 locations. His character has made over 6,000 appearances and has worn out over 100 chicken suits.Oct 22, 2022. In the late 70s The Chicken would appear to sell-out crowds at Rochester Red WIngs (AAA baseball) games…and just about everywhere else. Much of the (chicken) leg work was done by Ted himself after he left the employ of KGB radio – -and he could become a trillionaire teaching how to do it. Mascots are only the beginning. . . but as we all know, being successful ain’t in the budget.
Dave, the “much of the (chicken) leg work” line is a classic. And you’re correct, of course, that some companies have give up on marketing “because it’s too expensive” and/or “won’t move the needle.” The crazy thing is that creating (or resurrecting) a mascot isn’t especially difficult nor is it pricey. And like the famous Chicken, it can be the marketing gift that keeps on giving. Appreciate the comment.