future of entertainment: outside the box

The future of entertainment: The future of entertainment: outside the boxoutside the boxaccording to @BettyDraper

Popular TV characters will lead parallel Popular TV characters will lead parallel lives in the twitterverse…lives in the twitterverse…

brandfictionfactory.com

and on social media channels where their and on social media channels where their audience liveaudience live

remaining in character and in action remaining in character and in action contiguous with plot development on contiguous with plot development on show.show.

TThey’ll blahg…hey’ll blahg…

chat…chat…

and party, not only with each other and party, not only with each other but fansbut fans

Allowing fans to bond more deeply with Allowing fans to bond more deeply with their favorite characters…their favorite characters…

increasing engagement and maintaining increasing engagement and maintaining interest between episodes and interest between episodes and seasons...seasons...

and attracting new audience among and attracting new audience among potential fans. potential fans.

The payoffThe payoffdeepens audience engagement with

showbuilds new audiencegoodwill for brandkeeps show alive between episodes,

seasonsprovides deeper profiles of most

ardent supporters (stats of great interest to advertisers who no longer settle for age, income demo)

TweasersTweasers

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.”

We prepared the venueWe prepared the venue

set the stage set the stage

““sold” ticketssold” tickets

which provided eligibility for snazzy which provided eligibility for snazzy Mad Men-era prizesMad Men-era prizes

vintage Radio City Playbill

copy of signed Mad Men script

1960s Radio City Music Hall Pin

and allowed us to collect names and allowed us to collect names and email of the most ardent fansand email of the most ardent fans

We promoted event via tweets We promoted event via tweets & blog& blog

As showtime approached, we drew up a As showtime approached, we drew up a timeline so we could synchronize our timeline so we could synchronize our (winding) watches(winding) watches

Then launched our experimental improv Then launched our experimental improv theater. And ensured the event endured theater. And ensured the event endured beyond the fleeting life of search.twitter.com beyond the fleeting life of search.twitter.com

The audience had as much fun as The audience had as much fun as we did.we did.

What if Mad Men on Twitter were What if Mad Men on Twitter were affiliated with the show?affiliated with the show?contests

◦“What do you want your fave Mad Man to say?” best140-character post used in a future script

◦send a scan of your 60’s portrait to be framed and used on set

Unexploited potential: product Unexploited potential: product placementplacement

to speculate furtherto speculate further

Helen Klein Ross917-796-8330

helen@brandfictionfactory

future of entertainment: outside the box

Entertainment & Humor

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