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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  • 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

    1. 1. conference hashtag #dh2010
    2. 2. conference hashtag #dh2010 @AdBroad aka @BettyDraper
    3. 3. conference hashtag #dh2010 what is
    4. 4. <ul><li>Brand Fiction is recrafting of brand story to make it an immersive experience </li></ul><ul><li>It harnesses the chaos of social media with the discipline of marketing to give consumers new incentive to connect with brand </li></ul>brandfictionfactory.com
    5. 5. Mad Men on Twitter brandfictionfactory.com
    6. 6. TV characters began leading parallel lives in the twitterverse
    7. 7. giving audiences a new way to connect with a show brandfictionfactory.com
    8. 8. building engagement brandfictionfactory.com
    9. 9. keeping up excitement between episodes, seasons brandfictionfactory.com
    10. 10. attracting new audience among potential fans brandfictionfactory.com
    11. 11. wherever they are brandfictionfactory.com
    12. 12. brandfictionfactory.com
    13. 13. It creates opportunities for deeper audience interaction brandfictionfactory.com
    14. 14. invites audience to become part of the fictional universe brandfictionfactory.com brandfictionfactory.com
    15. 15. the first “Tweaser” timed for Season 3 premiere <ul><li>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.” </li></ul>brandfictionfactory.com
    16. 16. We created the venue brandfictionfactory.com
    17. 17. promoted event via tweets & blog brandfictionfactory.com
    18. 18. “ sold” tickets brandfictionfactory.com
    19. 19. which allowed us to collect names and email of ardent fans brandfictionfactory.com
    20. 20. We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964 brandfictionfactory.com
    21. 21. For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate brandfictionfactory.com
    22. 22. live-tweeting historic events brandfictionfactory.com
    23. 23. Mad Men on Twitter was first fan-based campaign recognized for its branding power brandfictionfactory.com
    24. 24. the brand fiction payoff <ul><li>gives consumer new incentive to connect with brand </li></ul><ul><li>deepens consumer engagement </li></ul><ul><li>builds new base </li></ul><ul><li>validates today’s consumer </li></ul><ul><li>augments goodwill for brand </li></ul><ul><li>helps identify most ardent supporters who will advocate for brand </li></ul>brandfictionfactory.com
    25. 25. to extend the conversation… <ul><li>Helen Klein Ross </li></ul><ul><li>@AdBroad </li></ul><ul><li>[email_address] </li></ul>brandfictionfactory.com
    26. 26. brandfictionfactory.com
    27. 27. brandfictionfactory.com
    28. 28. brandfictionfactory.com
    29. 29. brandfictionfactory.com
    30. 30. brandfictionfactory.com
    31. 31. brandfictionfactory.com
    32. 32. brandfictionfactory.com

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