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 finding a partner who have the same target audience then collaborate to create a proper marketing campaign which all partners must profit from. One of the most recent trend in advertising is interactive advertising which create strong engagement with its audience and possible social media engagements. This research shall create the platform for partnership marketing through product placement on an Interactive Advertising to promote Keluarga Ramadhan (Ramadhan Family) character to a broader audience.