Butler adopts new mascot, ramps up social media marketing

Indiana marketing is about to get cute and cuddly, as Butler University recently announced that its live mascot, Blue II, has taken a puppy named Trip under his wing and will be "training" him how to drum up school spirit.

"Having Trip at Butler now means he will learn from the best (Blue II) and be fully prepared for the day when he officially takes the reins as the University's 'Top Dawg,'" the school said in a statement. "Until then, Blue II will continue to tweet, eat and nap around campus as usual."

Michael Kaltenmark, Butler's director of web marketing and communications, is the owner of the school's current mascot Blue II, and noted that Trip's birth was the deciding factor in bringing on another campus dog. He said the school had not been searching for a third mascot prior to that.

The marketing campaign also includes a web design element, as the puppy has his own webpage, as well as a social media presence on Facebook, Twitter, Foursquare and a host of other platforms.

According to Blue III's biography on the site, he's the great grandson of one of the most decorated English Bulldogs in U.S. history.

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