Post on 16-Apr-2017
conference hashtag #dh2010
conference hashtag #dh2010
@AdBroad aka @BettyDraper
conference hashtag #dh2010
what is
• Brand Fiction is recrafting of brand story to make it an immersive experience
• It harnesses the chaos of social media with the discipline of marketing to give consumers new incentive to connect with brand
brandfictionfactory.com
Mad Men on Twitter
brandfictionfactory.com
TV characters began leading parallel lives in the twitterverse
giving audiences a new way to connect with a show
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building engagement
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keeping up excitement between episodes, seasons
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attracting new audience among potential fans
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wherever they are
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It creates opportunities for deeper audience interaction
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invites audience to become part of the fictional universe
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the first “Tweaser” timed for Season 3 premiere
• An hour before Season 3 Premiere, Mad Men on Twitter staged a twitter event called “Mad Worlds Collide” in which Mad Men attended 1963 movie premiere of “It’s a Mad, Mad, Mad World.”
brandfictionfactory.com
We created the venue
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promoted event via tweets & blog
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“sold” tickets
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which allowed us to collect names and email of ardent fans
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We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964
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For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate
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live-tweeting historic events
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Mad Men on Twitter was first fan-based campaign recognized for its branding power
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the brand fiction payoff
• gives consumer new incentive to connect with brand• deepens consumer engagement• builds new base• validates today’s consumer• augments goodwill for brand• helps identify most ardent supporters who will advocate for
brand
brandfictionfactory.com
to extend the conversation…
Helen Klein Ross@AdBroad
helen@brandfictionfactory
brandfictionfactory.com
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