Return of the Sponsor: Brand Fiction
Upcoming SlideShare
Loading in...5
×
 

Return of the Sponsor: Brand Fiction

on

  • 926 views

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 ...

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

Statistics

Views

Total Views
926
Views on SlideShare
925
Embed Views
1

Actions

Likes
1
Downloads
3
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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

Return of the Sponsor: Brand Fiction Return of the Sponsor: Brand Fiction Presentation Transcript

  • 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 brandfictionfactory.com
  • building engagement brandfictionfactory.com
  • keeping up excitement between episodes, seasons brandfictionfactory.com
  • attracting new audience among potential fans brandfictionfactory.com
  • wherever they are brandfictionfactory.com
  • brandfictionfactory.com
  • It creates opportunities for deeper audience interaction brandfictionfactory.com
  • invites audience to become part of the fictional universe brandfictionfactory.com brandfictionfactory.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.”
    brandfictionfactory.com
  • We created the venue brandfictionfactory.com
  • promoted event via tweets & blog brandfictionfactory.com
  • “ sold” tickets brandfictionfactory.com
  • which allowed us to collect names and email of ardent fans brandfictionfactory.com
  • We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964 brandfictionfactory.com
  • For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate brandfictionfactory.com
  • live-tweeting historic events brandfictionfactory.com
  • Mad Men on Twitter was first fan-based campaign recognized for its branding power brandfictionfactory.com
  • 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
    • [email_address]
    brandfictionfactory.com
  • brandfictionfactory.com
  • brandfictionfactory.com
  • brandfictionfactory.com
  • brandfictionfactory.com
  • brandfictionfactory.com
  • brandfictionfactory.com
  • brandfictionfactory.com