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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 Extension" moderated by Lori H. Schwartz, Chief Technology Catalyst at McCann Worldgroup

Published in: Business
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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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