In August 2008, characters from Matt Weiner's cult hit television show began showing up in a then-unlikely media universe: Twitter. At that time, Twitter had a fraction of the users it has today and was mainly for information exchange. Hundreds, soon thousands of viewers began "tuning in" to Mad Men on Twitter to watch their favorite characters evolve beyond the ordinary contraints of a television program. 

At first, most assumed this new form of entertainment – Twittertainment – had originated with AMC. But AMC’s involvement with Mad Men on Twitter was only to allow the “twitter show” to go on. By enabling Mad Men characters to evolve outside the conventional constraints of television (and of its digital distribution platforms) AMC invited fans to form a deeper bond with the show. The Mad Men characters were created and developed by fans around the world who transformed fan fiction into a new kind of marketing: brand fiction. Studies show that loyal viewers are apt not only to watch more of the shows in a season, they're more likely to also sit through the commercials and develop a positive association with brands that advertise on a show they feel passionate about.  Mad Men on Twitter increased fan involvement by staging online dramas and real-time "parties" where characters interacted not only with each other, but with fans.  Betty built up her fan base by creating a LinkedIn profile and launching a blog which explores issues of concern to a 1960s housewife. They created a Tweaser, a twitter warm-up to the premiere of Season 3. And invented the twepisode, a new form of entertainment that dramatizes on twitter what can't be shown on television.

The campaign made marketing history when Mad Men on Twitter was chosen as finalist for Best Twitter Branding Campaign at the SAMMY awards for social media, the first time an awards show has acknowledged the power of a fan-based campaign.

To date, over 90 twitter accounts have been opened in the names of Mad Men, or of '60s era characters who converse with them. Brand Fiction Factory workers control 17 of these characters. Read their profiles and keep up with their latest tweets, below. 


 Roger_Sterling: (Charming agency partner made wealthy by merger and will possibly be made bankrupt by the startup. Left wife of 25 years for curvaceous young secretary who is making him regret it at times. )

 I figured I could get rid of my reading glasses when I started using the dictaphone. I didn't count on threading that damn tape into it.
 Thu Sep 16 20:46:58 +0000 2010


 bettydraper: (Quintessential 60s suburban housewife, ex-model, bored mom of three, Junior Leaguer who just left husband Don for an older man.)

 Men and their balls.
 Mon Feb 06 00:52:05 +0000 2012


 DonDraperSCDP: (SCDP, Two Floors in Time/Life)

 Giants.
 Mon Feb 06 03:07:11 +0000 2012


 sally_draper: (Don and Betty's oldest child. Budding ballerina and bartender. )

 I make a lot more drinks than just Bloody Mary @Banshee_800 !!!! @DonDraperSCDP gave me a cheat sheet-->http://t.co/qfVwRC5P
 Tue Jan 31 20:16:34 +0000 2012


 _HenryFrancis: (Betty's new love interest, Albany political operative who whisked her off to Reno to establish 6 wk residency required for quickie divorce.)

 Did you say something @BettyDraper?
 Tue Aug 23 01:04:06 +0000 2011


 gene_s_draper: (Betty's trash-talking newborn )

 Pardon my drool @bettydraper. I was just thinking about @MeganSCDP.
 Sun Dec 04 17:54:15 +0000 2011


 francine_hanson: (Betty's best friend, neighbor, gossip girl. Want a Miltown? It's the only thing keeping me from chewing my nails off. )

 Sometimes I worry @BettyDraper thinks she's too good for old friends. But today's like old times. <clink>
 Fri Apr 15 17:23:20 +0000 2011


 trudy_campbell: (Devoted wife of Pete. Desperate for baby. Despite the fact that she's married to one.)

 Pete is mad as a hornet with @Jean_Vogel. She blabbed to a society columnist that Daddy bought our apt. How could she? http://t.co/1yg62avc
 Wed Jan 04 18:02:08 +0000 2012


 duck_phillips: (Former account supe at Sterling Cooper whose dealmaking got him ousted. Now works at Grey, trying to poach former employees.)

 Someone isn't going to like the way this is going to turn out
 Wed Mar 23 22:00:47 +0000 2011


 mona_sterling: (Bitter, abandoned ex-wife of Roger. At least she got the Park Ave. apartment.)

 @findingurstyle What? You want to borrow my #dinnerparty dress? Do I even know you, dear?
 Sun Sep 26 02:18:17 +0000 2010


 Miss_Farrell2U: (Sally's former teacher. Taught Don a few things, too.)

 You're a wise man @jebtweets. Did you go to Bowdoin?
 Sun Jun 20 02:31:18 +0000 2010


 midge_daniels: (Beatnik illustrator who lives in the village. Free spirit who doesn't make plans or breakfast.)

 Whoa. Trippy! #Blackout65 #Madmen
 Wed Nov 10 01:21:27 +0000 2010


 cobra_SC: (Voice of snarky gift to Lane Pryce. From Brit owners (those snakes) who tried to shuffle him off to Bombay. Now they're sorry they didn't.)

 I can't believe @bronxzooscobra hasn't dropped by to see us at SCDP. Where better to chat about selling snake oil? #snakeonthetown
 Thu Mar 31 16:01:42 +0000 2011


 EdieAdams: (Still belting it out in Beverly Hills. Circa 1960s.)

 new dance hall in Austin, TX -- The Broken Spoke. Not my cup o' but some of the cats from LV are headed down there.
 Sun Mar 14 20:53:10 +0000 2010


 perfectsec: (Flawless Gal Friday. What Mad Men doesn't want one?)

 @LA_Reid Im trying to tweet my vote but it wont allow me.....and its for one of your guys!
 Thu Nov 03 03:13:49 +0000 2011


 _ethelmerman: (There's still no business like show business.)

 I vote for @bettydraper for a Shorty Award in #innovation because...she makes sure the show goes on and on. http://bit.ly/shorty
 Fri Feb 05 13:12:31 +0000 2010


 benjamin_spock: (Still doling out babycare advice to parents who are more nervous than ever.)

 It's a normal part of a child's social life to discuss television with friends, just the way grownups discuss books and plays and the news.
 Wed Sep 01 22:34:56 +0000 2010