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.
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 16 of these characters. Read their profiles and keep up with their latest tweets, below.
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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. ) @iteinpace It's a great diet while you're on it, which is I stay on it as often as possible Tue Jul 20 23:24:05 +0000 2010 |
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bettydraper: (Quintessential 60s suburban housewife, ex-model, bored mom of three, Junior Leaguer who just left husband Don for an older man.) At wit's end with @Sally_Draper. If only @Benjamin_Spock made house calls. Thu Jul 29 19:57:36 +0000 2010 |
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sally_draper: (Don and Betty's oldest child. Budding ballerina and bartender. ) I hate it here Daddy @DonDraperSCDP Thu Jul 29 19:51:39 +0000 2010 |
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_HenryFrancis: (Betty's new love interest, Albany political operative who whisked her off to Reno to establish 6 wk residency required for quickie divorce.) Not tonight @BettyDraper. Fri Jul 30 01:39:50 +0000 2010 |
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gene_s_draper: (Betty's trash-talking newborn ) right you are @nancypub. wtf?? the only one who remembers me is @carla_madmen!! Mon Jul 26 16:52:46 +0000 2010 |
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francine_hanson: (Betty's best friend, neighbor, gossip girl. Want a Miltown? It's the only thing keeping me from chewing my nails off. ) How bout a little punch in your Kool-Aid @BettyDraper? Fri Jul 16 17:00:06 +0000 2010 |
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trudy_campbell: (Devoted wife of Pete. Desperate for baby. Despite the fact that she's married to one.) So I hear there's this woman who looks just like me? @AlisonBrie Sun Jul 25 15:40:20 +0000 2010 |
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duck_phillips: (Former account supe at Sterling Cooper whose dealmaking got him ousted. Now works at Grey, trying to poach former employees.) I nominate @adbroad for a Shorty Award in #advertising because she's a heck of gal http://bit.ly/shorty Thu Jan 28 01:42:33 +0000 2010 |
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mona_sterling: (Bitter, abandoned ex-wife of Roger. At least she got the Park Ave. apartment.) Impossible to find cab after Broadway show. #GHshine Tue Apr 13 02:04:22 +0000 2010 |
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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 |
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midge_daniels: (Beatnik illustrator who lives in the village. Free spirit who doesn't make plans or breakfast.) what a gas! GuestofaGuest magazine picked up my art!! http://bit.ly/aoRpau Fri Jul 30 03:06:30 +0000 2010 |
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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 think the 2nd floor would be a very nice place for a nest Tue Jul 27 00:00:16 +0000 2010 |
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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 |
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perfectsec: (Flawless Gal Friday. What Mad Men doesn't want one?) I must take up the sport of face slapping, it looks ever so fun Mon Jul 26 03:04:09 +0000 2010 |
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_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 |
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benjamin_spock: (Still doling out babycare advice to parents who are more nervous than ever.) It's better not to make a small child feel wicked. Fri Jan 29 20:10:47 +0000 2010 |