Return of the Sponsor: Brand Fiction

conference hashtag #dh2010


@AdBroad aka @BettyDraper


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


TV characters began leading parallel lives in the twitterverse

giving audiences a new way to connect with a show


building engagement


keeping up excitement between episodes, seasons


attracting new audience among potential fans


wherever they are


It creates opportunities for deeper audience interaction


invites audience to become part of the fictional universe

brandfictionfactory.combrandfictionfactory.com

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.”


We created the venue


promoted event via tweets & blog


“sold” tickets


which allowed us to collect names and email of ardent fans


We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964


For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate


live-tweeting historic events


Mad Men on Twitter was first fan-based campaign recognized for its branding power


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


to extend the conversation…

Helen Klein Ross@AdBroad

helen@brandfictionfactory


Return of the Sponsor: Brand Fiction

Business

Transcript of Return of the Sponsor: Brand Fiction