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. 



: (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. )





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





: (SCDP, Two Floors in Time/Life)





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





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





: (Betty's trash-talking newborn )





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





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





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





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





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





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





: (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.)





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





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





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





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