Promoting Character Through Partnership Marketing and Interactive Advertising

Abstract

Creating a new character as an intellectual property right is just the beginning of a long journey. The next step would be introducing the character to a broader audience. A startup company would not have the budget to produce a full feature film or finance a massive marketing campaign to introduce the character to a much broader audience. This research tries to implement partnership marketing theory to lessen the financial burden of marketing a new character. The idea is to find a partner who has the same target audience then collaborate to create a proper marketing campaign from which all partners must profit. One of the most recent trends in advertising is interactive advertising which creates strong engagement with its audience and possibly social media engagements. This research shall create the platform for partnership marketing through product placement on Interactive Advertising to promote Keluarga Ramadhan’s (Ramadhan Family) character to a broader audience.