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Return of the Sponsor: Brand Fiction
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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 …

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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  • 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
  • Transcript

    • 1. conference hashtag #dh2010
    • 2. conference hashtag #dh2010 @AdBroad aka @BettyDraper
    • 3. conference hashtag #dh2010 what is
    • 4.
      • 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
    • 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
    • 8. building engagement 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
    • 12. 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
    • 15. 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
    • 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
    • 24. 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
    • 25. to extend the conversation…
      • Helen Klein Ross
      • @AdBroad
      • [email_address]
      brandfictionfactory.com
    • 26. brandfictionfactory.com
    • 27. brandfictionfactory.com
    • 28. brandfictionfactory.com
    • 29. brandfictionfactory.com
    • 30. brandfictionfactory.com
    • 31. brandfictionfactory.com
    • 32. brandfictionfactory.com

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