In Brief

The restaurant chain is using the video sharing platform for a series of short clips featuring its mascot, Rooty The Great Root Bear.

Soft drink company and restaurant chain A&W has launched a campaign on the popular video sharing platform Vine. A number of short clips featuring its mascot, Rooty The Great Root Bear, have been released in the past couple of days.

Rooty has been seen performing ‘magic tricks’ to wish fans a Happy Easter and introduce the restaurant’s new mini Polar Swirls ice-cream.

Considering the relatively recent launch of the platform, the fact that companies like A&W, Warner Bros., and GE are already active on it speaks volumes about how far brands have come in investing in new media.

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