session hashtag = sxswbf
@BettyDraper
aka @AdBroad
@Roger_Sterling
aka @Bissell
what is brand fiction?
• participatory entertainment in service of a brand
brandfictionfactory.com
brands used to tell stories that ended
when the commercial was over
image from AMC’s Mad Men website
invitation to participate = the new ad
created by Deep Focus for AMC
brand fiction inspires consumers
to fanatically spread the brand story
proliferated by Deep Focus for AMC
participation=the new metric
self-portrait as Mad Woman
via MadMenYourself
gets results
• 1 million unique visits
• 600,000 avatars created, “advartising”
• 3.3 million tuned-in to season premiere
...
Mad Men on Twitter
TV characters began leading parallel lives in
the twitterverse
Paul Isakson
giving audience a new way
to connect with the show
building engagement
keeping up excitement between episodes,
seasons
attracting new audience among potential fans around the world
remaining rigorously consistent with character
expanding to other social media channels
brandfictionfactory.com
brandfictionfactory.com
We began to create opportunities for deeper
audience interaction
brandfictionfactory.com
inviting others to become part of the fictional universe
enabling them to create stories of their own
brandfictionfactory.com
fictional world was expanded by fan-invented
characters
Budd Caddell
this added dimension to the universe
Sabina Maschi
extending it beyond the life of the show.
David Benardo
We went on to play with the time-space continuum
“tweaser” timed for Season 3 premiere
• an hour before Season 3
premiere
• a twitter event titled “Mad
Worlds Collide”
• s...
we prepared the venue
brandfictionfactory.com
set the stage
brandfictionfactory.com
We promoted event via tweets & blog
brandfictionfactory.com
“sold” tickets
which allowed us to collect names
and email of ardent fans
which provided eligibility for snazzy Mad Men-era
prizes
vintage Radio City Playbill
copy of signed Mad Men
script
1960s R...
As showtime approached, we drew up timeline
so we could synchronize our (winding) watches
then launched our experimental improv theater
the audience had as much fun as we did.
brandfictionfactory.com
we ensured the event endured beyond the fleeting life
of search.twitter.com
brandfictionfactory.com
the payoff
• deepens audience engagement with show
• builds new audience
• goodwill for brand
• keeps show alive between e...
Mad Men on Twitter was first fan-based campaign
recognized for its branding power
every brand has a story
stories add warmth to frozen dinners
and make drinking soda an even happier experience
• coke happiness
just think if nescafe spots ran today
brandfictionfactory.com
foursquare | match.com | facebook | twitter | craigslist
so what are the rules of brand fiction?
1. content is king
• success depends on quality of creative
• appoint a dedicated brand fiction manager
• design a Brand F...
2. maintain continuity across platforms
• it’s not an alternate universe, it’s one universe.
3. be authentic—content must embody brand values
brandfictionfactory.com
4. be relevant to your audience
• know your brand fans
• what distinguishes your story from others in their minds?
• consu...
5. share
• let fans engage
• respond, retweet, relationship
6. don’t trust a zombie. your bot will show.
brandfictionfactory.com
7. Don’t dilute the brand
brandfictionfactory.com
7. Don’t dilute the brand
8. campaign assessment or the
Scheherazade factor
• Monitoring
• Engagement
• Redirecting/Harnessing
• Tracking
• Archiving
9. Don’t underestimate time/effort necessary for
success.
“The high-complexity nature of Digital programs makes it the
mos...
10. Have fun
Lady Gaga brand fiction
by former creative writing student
Stefani Germonatta
to speculate further…
Helen Klein Ross
helen@brandfictionfactory
Michael Bissell
bissell@ conquent.com
Rules Of Brand Fiction from @BettyDraper and @Roger_Sterling
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Rules Of Brand Fiction from @BettyDraper and @Roger_Sterling

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"Rules of Brand Fiction from Twittering MadMen" panel given March 13, SXSW 2010 by Helen Klein Ross and Michael Bissell, with contribution from Ellen Mahoney.

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  • Traditional ad campaigns abandoned audience they'd engaged with their content . Now goal is to leverage existing audience and grow a base that can be tapped into for future.
  • The difference today isn’t the brand, it’s the consumer.
    Consumer expects to participate
    Social media isn’t just another platform to push a brand message
  • by interacting with each other, we created and demonstrated rules of the universe
  • sent out invites, gave them a hashtag, invited them to play
  • the acceptance of the invite is the metric
  • Fans didn’t have timeline, but they caught on
  • contender with M&Ms and Travelzoo
  • Creative must have a social component
    Think of brand story as participation not penetration
  • STORY CAN start in a comic book and end up in a video game.
  • content has to come out of DNA of brand. Characters and storylines must embody brand values
  • At a time when many brands are stuck in experimentation mode in SM, Pepsi is redirecting it's budget to SM. A social marketing-centered program called Refresh Everywthing will direct $20 m to charities. Program bets on 4 big trends: crowdsourcing, doing good in the world, sharing and transparanecy.
     
    At a time when many brands are stuck in experimentation mode in SM, Pepsi is redirecting it's budget to SM. A social marketing-centered program called Refresh Everything is directing $20 m to charities. Program bets on 4 big trends: crowdsourcing, doing good in the world, sharing and transparanecy.
    important to note that Pepsi isn't only doing SM. SM is the blue that holds together a wider push that includes traditional campaign elements like print and TV.
     
  • Rules Of Brand Fiction from @BettyDraper and @Roger_Sterling

    1. 1. session hashtag = sxswbf @BettyDraper aka @AdBroad @Roger_Sterling aka @Bissell
    2. 2. what is brand fiction? • participatory entertainment in service of a brand brandfictionfactory.com
    3. 3. brands used to tell stories that ended when the commercial was over image from AMC’s Mad Men website
    4. 4. invitation to participate = the new ad created by Deep Focus for AMC
    5. 5. brand fiction inspires consumers to fanatically spread the brand story proliferated by Deep Focus for AMC
    6. 6. participation=the new metric self-portrait as Mad Woman via MadMenYourself
    7. 7. gets results • 1 million unique visits • 600,000 avatars created, “advartising” • 3.3 million tuned-in to season premiere stats courtesy Ian Schafer, CEO Deep Focus
    8. 8. Mad Men on Twitter
    9. 9. TV characters began leading parallel lives in the twitterverse Paul Isakson
    10. 10. giving audience a new way to connect with the show
    11. 11. building engagement
    12. 12. keeping up excitement between episodes, seasons
    13. 13. attracting new audience among potential fans around the world
    14. 14. remaining rigorously consistent with character
    15. 15. expanding to other social media channels brandfictionfactory.com
    16. 16. brandfictionfactory.com
    17. 17. We began to create opportunities for deeper audience interaction brandfictionfactory.com
    18. 18. inviting others to become part of the fictional universe
    19. 19. enabling them to create stories of their own brandfictionfactory.com
    20. 20. fictional world was expanded by fan-invented characters Budd Caddell
    21. 21. this added dimension to the universe Sabina Maschi
    22. 22. extending it beyond the life of the show. David Benardo
    23. 23. We went on to play with the time-space continuum
    24. 24. “tweaser” timed for Season 3 premiere • an hour before Season 3 premiere • a twitter event titled “Mad Worlds Collide” • story: Mad Men on Twitter characters attend movie premiere of “It’s a Mad, Mad, Mad World” which premiered 1963 • inclusive concept designed to accommodate all who wanted to participate
    25. 25. we prepared the venue brandfictionfactory.com
    26. 26. set the stage brandfictionfactory.com
    27. 27. We promoted event via tweets & blog brandfictionfactory.com
    28. 28. “sold” tickets
    29. 29. which allowed us to collect names and email of ardent fans
    30. 30. which provided eligibility for snazzy Mad Men-era prizes vintage Radio City Playbill copy of signed Mad Men script 1960s Radio City Music Hall Pin
    31. 31. As showtime approached, we drew up timeline so we could synchronize our (winding) watches
    32. 32. then launched our experimental improv theater
    33. 33. the audience had as much fun as we did. brandfictionfactory.com
    34. 34. we ensured the event endured beyond the fleeting life of search.twitter.com brandfictionfactory.com
    35. 35. the payoff • deepens audience engagement with show • builds new audience • goodwill for brand • keeps show alive between episodes, seasons • provides deeper profiles of most ardent supporters (stats of great interest to advertisers who no longer settle for age, income demo) brandfictionfactory.com
    36. 36. Mad Men on Twitter was first fan-based campaign recognized for its branding power
    37. 37. every brand has a story
    38. 38. stories add warmth to frozen dinners
    39. 39. and make drinking soda an even happier experience • coke happiness
    40. 40. just think if nescafe spots ran today brandfictionfactory.com foursquare | match.com | facebook | twitter | craigslist
    41. 41. so what are the rules of brand fiction?
    42. 42. 1. content is king • success depends on quality of creative • appoint a dedicated brand fiction manager • design a Brand Fiction Canon: • highly detailed account of characters, settings, vernacular rising from central story
    43. 43. 2. maintain continuity across platforms • it’s not an alternate universe, it’s one universe.
    44. 44. 3. be authentic—content must embody brand values brandfictionfactory.com
    45. 45. 4. be relevant to your audience • know your brand fans • what distinguishes your story from others in their minds? • consumer and programming insights enrich the experience • the medium changes the message
    46. 46. 5. share • let fans engage • respond, retweet, relationship
    47. 47. 6. don’t trust a zombie. your bot will show. brandfictionfactory.com
    48. 48. 7. Don’t dilute the brand brandfictionfactory.com
    49. 49. 7. Don’t dilute the brand
    50. 50. 8. campaign assessment or the Scheherazade factor • Monitoring • Engagement • Redirecting/Harnessing • Tracking • Archiving
    51. 51. 9. Don’t underestimate time/effort necessary for success. “The high-complexity nature of Digital programs makes it the most labor-intensive medium in the advertising industry.” --A Marketer's Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services report published 3/09 by The 4A’s aaaa.org
    52. 52. 10. Have fun Lady Gaga brand fiction by former creative writing student Stefani Germonatta
    53. 53. to speculate further… Helen Klein Ross helen@brandfictionfactory Michael Bissell bissell@ conquent.com

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