SlideShare a Scribd company logo
1 of 54
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
stats courtesy Ian Schafer, CEO Deep Focus
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”
• 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
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 Radio City
Music Hall Pin
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 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
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 Fiction Canon:
• highly detailed account of characters, settings, vernacular rising from
central story
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?
• consumer and programming insights enrich the experience
• the medium changes the message
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
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
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

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Rules Of Brand Fiction from @BettyDraper and @Roger_Sterling

Editor's Notes

  1. 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.
  2. 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
  3. by interacting with each other, we created and demonstrated rules of the universe
  4. sent out invites, gave them a hashtag, invited them to play
  5. the acceptance of the invite is the metric
  6. Fans didn’t have timeline, but they caught on
  7. contender with M&Ms and Travelzoo
  8. Creative must have a social component Think of brand story as participation not penetration
  9. STORY CAN start in a comic book and end up in a video game.
  10. content has to come out of DNA of brand. Characters and storylines must embody brand values
  11. 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.