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Return of the Sponsor: Brand Fiction

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Helen Klein Ross
Helen Klein Ross

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

Business
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conference hashtag #dh2010
conference hashtag #dh2010 @AdBroad aka @BettyDraper
conference hashtag #dh2010 what is
[object Object],[object Object],brandfictionfactory.com
Mad Men on Twitter brandfictionfactory.com
TV characters began leading parallel lives in the twitterverse
giving audiences a new way to connect with a show brandfictionfactory.com
building engagement brandfictionfactory.com
keeping up excitement between episodes, seasons brandfictionfactory.com
attracting new audience among potential fans brandfictionfactory.com
wherever they are brandfictionfactory.com
brandfictionfactory.com
It creates opportunities for deeper audience interaction brandfictionfactory.com
invites audience to become part of the fictional universe brandfictionfactory.com brandfictionfactory.com
the first “Tweaser” timed for Season 3 premiere ,[object Object],brandfictionfactory.com
We created the venue brandfictionfactory.com
promoted event via tweets & blog brandfictionfactory.com
“ sold” tickets brandfictionfactory.com
which allowed us to collect names and email of ardent fans brandfictionfactory.com
We crashed the time-space continuum by live-tweeting the 2009 Clios from 1964 brandfictionfactory.com
For Season 4, we created the first Mad Men “twepisode” a microdrama in which fans were invited to participate brandfictionfactory.com
live-tweeting historic events brandfictionfactory.com
Mad Men on Twitter was first fan-based campaign recognized for its branding power brandfictionfactory.com
the brand fiction payoff ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],brandfictionfactory.com
to extend the conversation… ,[object Object],[object Object],[object Object],brandfictionfactory.com
brandfictionfactory.com
brandfictionfactory.com
brandfictionfactory.com
brandfictionfactory.com
brandfictionfactory.com
brandfictionfactory.com
brandfictionfactory.com

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Return of the Sponsor: Brand Fiction

Editor's Notes

  1. Technology has changed but psychology hasn’t. The art of persuasion is alive and well. It’s just wearing new clothes.
  2. Technology has changed but psychology hasn’t. The art of persuasion is alive and well. It’s just wearing new clothes.
  3. provides unique opportunities to explore the frontiers of twittertainment.
  4. sent out invites, gave them a hashtag, invited them to play
  5. provides deeper profiles of most ardent supporters (stats of great interest to advertisers who no longer settle for age, income demo)
  6. "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. 
  7. contender with M&Ms and Travelzoo