Brand Mascot Identity Theft on Twitter

Popular brand mascots such as Mr. Clean and Tony the Tiger are becoming members of the Twitter community. Some of these mascots do have verified accounts that are set up through the company that promotes them, however many of these so-called mascots are nothing but impersonators. Anyone can set up a Twitter account claiming to be the Pillsbury Doughboy, Mr. Peanut, or any other well known character and complete their profiles with a picture of the popular mascot.

Brands can’t do anything about the fake Twitter accounts other than set up their own verified account or make complaints to Twitter. Nothing can be done about these impersonator accounts simply because these people are not making money off of the brand’s copyright. Complaints sometimes result in the company reclaiming accounts that use their characters, but most are dismissed because the impersonator accounts do not have the intention of tricking consumers.

The major issue with brand mascot impersonators on Twitter is the fact that some people use these characters with a negative connotation. This could result in poor goodwill and bad publicity for the company or business. An example of such misleading representation is the @420jollygreen account which uses General Mills’ Jolly Green Giant name and character to promote marijuana usage. (@GreenGiant is the official General Mills Jolly Green Giant account in case you want to follow him!)

While Twitter has become a popular place for many brand mascots, some brands do not feel as though Twitter is the place to promote their characters. Dos Equis’ Most Interesting Man won’t be seen on Twitter anytime soon. "We believe the Most Interesting Man doesn't spend too much time with technology. He's busy with his worldly adventures," stated Paul Smailes, senior brand director for Dos Equis and Sol beer brands.

Impersonation in any form, especially in social media, can have differing effects than what a person or company may be striving for. It is important for companies to be aware of false stereotypes that they may have due to misleading information posted by someone unrelated to the company. False, negative connotations can be detrimental for a business, therefore it is important to monitor these and take steps to correct incorrect portrayals of character and motive. 

Have you ever come across any impersonator accounts on Twitter or even Facebook that have a bad connotation associated with them? Did this affect your perception of the brand?

http://adage.com/article/digital/twitter-identity-theft-strikes-brand-mascots/226902/