When Laura started at Adirondack Tire, social media was becoming more and more popular. She said the company only had a YouTube account with a few commercials on it and a personal Facebook account, so she switched that over to a business account. She said she kept trying to think of creative ways to promote tires and automotive, but was having trouble.
This is when she came up with "Adie."
"It's kind of like the insurance companies, with the gecko and the duck…they have something kind of catchy," Laura said.
Adie is a two-dimensional character with a tire as his body, along with a face, arms and legs. His look is completed with an Adirondack Tire hat. At first Adie was just a stock photo, but then he grew in popularity so much on the dealership's Facebook page that Laura really wanted to customize him a bit.
"He's informative but a little goofy," she said. "It's kind of my way of hiding behind him and make it more interesting."
Laura said Adie tries to be entertaining and silly because "people aren't jumping for joy when they buy tires" or "getting their brakes done."
Adie is an active participant on both Facebook and Twitter, and fans and followers, respectively, have seen Adie skating, climbing tires, at the golf course, etc.
Laura said she makes the focus on what Adie is doing in the local community. For instance, when there is free ice skating at a local rink, Adie's photo is skating and says to drop by the rink. It's a way for Laura to connect with current and potential customers by updating them on local events and really engaging with the local community.
"It was really a great tool," she said about Adie on social media. "It's a great way to speak to our clients."
Adie has become such a presence on social media that Adirondack Tire decided to expand his reach into other areas, Laura said.