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Rules Of Brand Fiction from @BettyDraper and @Roger_Sterling

"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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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
  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
  16. 16.
  17. 17. We began to create opportunities for deeper audience interaction
  18. 18. inviting others to become part of the fictional universe
  19. 19. enabling them to create stories of their own
  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
  26. 26. set the stage
  27. 27. We promoted event via tweets & blog
  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.
  34. 34. we ensured the event endured beyond the fleeting life of
  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)
  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 foursquare | | 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
  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.
  48. 48. 7. Don’t dilute the brand
  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
  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@