The purpose of this thesis is to gain proper image of what kind of fictive character appeals to target group of Evolution Crew Ltd’s terrace club Bossa and what kind of possibilities using fictive character brings to marketing. The main question in this research is ”How can fictive character be used in event’s marketing in social media?”

Theories of marketing in social media, personal branding and forming of web-identity are reviewed in the theoretical framework of this thesis. The topics discussed in the theoretical chapters are linked to the forming of fictive characters personality and implementation of character campaign in social media.

Material for the thesis was gathered by literary research, benchmarking other fictive characters and studying other Twitter users ways to tweet. A workshop was held with terrace club Bossa’s target group representatives to build the character using group interview and heuristic brainstorming technique. Campaign was assessed afterwards using the six thinking hats method.

As it’s best a fictive character can be remarkable part of marketing. Well-networked fictive character can increase event’s visibility in social media. Based on the pilot experiment and benchmarkings results it can be noticed that campaign with fictive character requires lots of resources. The campaign has many challenges and laws restricting marketing have to be recognised. A fictive character has to be linked to a company or a product. It is necessary to a character campaign to have visibility in many different channels.

Communication has to be planned for a character to commit event’s visitors. Messages in social media have to interest target group by its style and content. Most important is the person behind the message. By analysing other Twitter users’ it can be noted that own activity in social media is crucial. Marketing in social media should seek to a dialog with potential event goer instead of one headed communication.