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>
    5. 5. Mad Men on Twitter
    6. 6. TV characters began leading parallel lives in the twitterverse
    7. 7. giving audiences a new way to connect with a show
    8. 8. building engagement
    9. 9. keeping up excitement between episodes, seasons
    10. 10. attracting new audience among potential fans
    11. 11. wherever they are
    12. 12.
    13. 13. It creates opportunities for deeper audience interaction
    14. 14. invites audience to become part of the fictional universe
    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>
    16. 16. We created the venue
    17. 17. promoted event via tweets & blog
    18. 18. “ sold” tickets
    19. 19. which allowed us to collect names and email of ardent fans
    20. 20. We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964
    21. 21. For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate
    22. 22. live-tweeting historic events
    23. 23. Mad Men on Twitter was first fan-based campaign recognized for its branding power
    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>
    25. 25. to extend the conversation… <ul><li>Helen Klein Ross </li></ul><ul><li>@AdBroad </li></ul><ul><li>[email_address] </li></ul>
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