Use of Anthropomorphic Brand Mascots for Student Motivation and Engagement: A Promotional Case Study With Pablo the Penguin at the University of Portsmouth Library

ABSTRACT

A case study demonstrating how an online narrative featuring the adventures of a cuddly toy penguin, Pablo Penguin (@uoppenguin on Twitter) has been introduced at the University of Portsmouth Library to build trust and engagement between university students and library services and facilities. Evidence for the benefits of anthropomorphic brand mascots and best practice for their design and use to enhance the library brand, emotionally engage, build trust, lower barriers to service engagement, and mentor students from the perspective of a perpetual student are drawn from the marketing and psychological literature then illustrated in the case study.

KEYWORDS:

• marketing
• university libraries
• anthropomorphism
• mascots
• branding