Return of the Sponsor: Brand Fiction
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This was presented at Digital Hollywood's Content Summit for Brands on Nov. 12, 2010 in NYC as part of a panel titled "Return of the Sponsor: TV, Online, Mobile and Apps as the ultimate Brand Extension" moderated by Lori H. Schwartz, Chief Technology Catalyst at McCann Worldgroup
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Return of the Sponsor: Brand Fiction
- 1. conference hashtag #dh2010
- 2. conference hashtag #dh2010 @AdBroad aka @BettyDraper
- 3. conference hashtag #dh2010 what is
- 5. Mad Men on Twitter brandfictionfactory.com
- 6. TV characters began leading parallel lives in the twitterverse
- 7. giving audiences a new way to connect with a show brandfictionfactory.com
- 9. keeping up excitement between episodes, seasons brandfictionfactory.com
- 10. attracting new audience among potential fans brandfictionfactory.com
- 11. wherever they are brandfictionfactory.com
- 13. It creates opportunities for deeper audience interaction brandfictionfactory.com
- 14. invites audience to become part of the fictional universe brandfictionfactory.com brandfictionfactory.com
- 16. We created the venue brandfictionfactory.com
- 17. promoted event via tweets & blog brandfictionfactory.com
- 18. “ sold” tickets brandfictionfactory.com
- 19. which allowed us to collect names and email of ardent fans brandfictionfactory.com
- 20. We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964 brandfictionfactory.com
- 21. For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate brandfictionfactory.com
- 22. live-tweeting historic events brandfictionfactory.com
- 23. Mad Men on Twitter was first fan-based campaign recognized for its branding power brandfictionfactory.com
Editor's Notes
- Technology has changed but psychology hasn’t. The art of persuasion is alive and well. It’s just wearing new clothes.
- Technology has changed but psychology hasn’t. The art of persuasion is alive and well. It’s just wearing new clothes.
- provides unique opportunities to explore the frontiers of twittertainment.
- sent out invites, gave them a hashtag, invited them to play
- provides deeper profiles of most ardent supporters (stats of great interest to advertisers who no longer settle for age, income demo)
- "Twepisodes" are dramatized content that extend screened content but doesn't interrupt it, ie back stories or off-screen events. Goal is to create interactive real-time events that enhance viewer engagement and boost audience numbers.
- contender with M&Ms and Travelzoo