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. ) Alcoholism requires appropriate delivery systems; you don't walk around with a highball at 7AM, you slip it in your coffee Thu Mar 04 17:16:45 +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.) Cold cream. Curlers. Cigarette. Tue Mar 09 05:15:13 +0000 2010 |
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sally_draper: (Don and Betty's oldest child. Budding ballerina and bartender. ) Holy Moly! They're making new Barbies that look just like my parents??! @bettydraper http://nyti.ms/bMkL5f Wed Mar 10 14:17:01 +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.) Albany nervous about hardliner @BarryGoldwater. Fri Feb 05 13:39:15 +0000 2010 |
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gene_s_draper: (Betty's trash-talking newborn ) damn ding dong at the door wakes me up right in middle of wet dream about @joanholloway's knock knocks Mon Feb 15 16:57:22 +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. ) At Junior League, drumming up votes for @bettyDraper. Have you cast your ballot? http://bit.ly/7t5rEw Wed Feb 03 20:43:11 +0000 2010 |
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trudy_campbell: (Devoted wife of Pete. Desperate for baby. Despite the fact that she's married to one.) Off to Bonwit's for their Groundhog Day Sale. Tue Feb 02 14:08:18 +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.) I nominate @bettydraper for a Shorty Award in #innovation because of her innovative Dinners around the World. http://bit.ly/shorty Sat Jan 30 07:56:44 +0000 2010 |
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Miss_Farrell2U: (Sally's former teacher. Taught Don a few things, too.) I vote for @bettydraper for a Shorty Award in #innovation because maybe she'll be nicer to her daughter Sally. http://bit.ly/shorty Thu Feb 04 23:26:38 +0000 2010 |
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midge_daniels: (Beatnik illustrator who lives in the village. Free spirit who doesn't make plans or breakfast.) I vote for @bettydraper for a #Shorty Award in #Innovation because man I feel sorry for chicks like her. Fri Feb 05 16:33:51 +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.) and here'sss the clip http://bit.ly/dgY4uw Wed Mar 10 05:13:04 +0000 2010 |
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EdieAdams: (Still belting it out in Beverly Hills. Circa 1960s.) In NYC for ad awards -- might go to the Village for some jazz later #shortyawards Wed Mar 03 23:23:56 +0000 2010 |
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perfectsec: (Flawless Gal Friday. What Mad Men doesn't want one?) packing a suitcase full of straws for @FrankAdman's cocktail vacation Tue Mar 09 04:26:49 +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 |