Twitter Mad about Mad Men

When I heard about the TV series "Mad Men" ( AMC), I wasn't too keen on a programme about a bunch of crazy men. It wasn't until saw that it got a ridiculous amount of Golden Globe and Emmy nominations and awards, AND that it was about the advertising industry (Mad – Madison Ave) in the '60's, that I felt compelled to check it out. I picked up a DVD set promptly and churned through Series 1 in a marathon binge (personal tip: stop at 3 episodes each time). Now that my fix is over, I am waiting with a massive void for Series 2 to begin in the UK. BBC 4 has secured it though it seems as if it may only air next year. Pray tell it'll come sooner than that.

Where does digital marketing and social media connection come into play?

For starters, the void was somewhat filled when, much to my amusement:

1. I saw the Mad Men characters pop up in Twitter: @don_draper (with 1,749 followers!), @roger_sterling, @pete_campbell (and his wife @trudy_campbell), @joan_holloway, @betty_draper and I'm sure there are more. There's even @dick-whitman – Don Draper's old identity!
2. I discovered that the advertising agency in question, Sterling Cooper, had its own website (WeAreSterlingCooper.com).
3. I was even introduced to new characters e.g. @Bud_Melman (who works in the mailroom at Sterling Cooper). Bud has a linked-in page and has asked me for a recommendation! He's trying to move up at Sterling Cooper.

Why does it work?

1. Authenticity: The Mad Men characters remain fairly true to life – even with their language usage (we should bring back the word "swell" into our daily vernacular).
2. Interaction: They also follow their followers on Twitter, allowing for interaction with their "fans".
3. Engagement: This is the first time I've encountered characters from a show extend their persona's into the so-called real world that you and I interact in. In fact, this interaction with the characters is humorous, strangely real and very engaging!
4. Intimacy: The Twitter environment is very person as the messaging feels very much like sms or IM. I am almost tempted to direct message @don_draper and ask him questions which I can't do when sitting on the sofa. Of course, I remind myself that it isn't the real person and merely someone operating the Twitter account (my rational side always trumps). Still, maybe I'll ask Trudy Campbell what she see's in Pete Campbell but I don't want to burst her bubble.
5. Extension: Madison Ave in the 60's means that David Ogilvy must have been in the picture. While he isn't in the TV series, on twitter @david_ogilvy shares his insights and thoughts. My personal favourite is "Advice for @pete_campbell I despise toadies who suck up to their bosses; they are generally the same people who bully their subordinates 03:50 PM August 29, 2008 from web".

Why do I love it?

What has happened here is the use of social media in an un-controlled way to elevate and celebrate the brand "Mad Men". Its an environment for the fans, by the fans (although I really don't know who is behind it) and only has a positive impact on:

• The buzz around the show
• The fans and their loyalty

This impact has just touched on the potential for utilising social media to market and enhance the awareness and consumer base for an entertainment brand and product.

So what's the problem?

AMC are not behind this. AMC tried to take it down. AMC changed their minds (apparently on advice from their Agency Deep Focus). Read more about it on Silicon Alley Insider. They needed to be convinced that the "Twitterers assuming the names of Mad Men characters are actually brand ambassadors meant to be cultivated, not thwarted" according to Michael Learmonth. Of course, we understand that AMC is also concerned about controlling this so that it is true to the show's characters and integrity. It's a shame that legal action had to follow and not creativity to harness the power of social media and the fan base.

What should AMC be doing?

Here are some ideas how this could be further built upon in order to drive further awareness and buzz for the show with a greater audience while pull the existing fan base in even more.

• More Content: The current conversation on Twitter just scratches the surface of what is possible. I recommend giving the fans more to talk about and engage with, such as:
  • Some exclusive content e.g. a piece of footage not shown on TV
  • Even more insight into the characters e.g. What else does Betty talk about in her therapy sessions? What big pitches are happening at Sterling Cooper?
  • More play on the theme "advertising in the 60's" e.g. What research as become available about TV advertising (the new thing back then)? What did a 30-second spot cost?
• Fans as Evangelists: Satisfied customers and fans tell other people about their passions and this represents untapped potential in enhancing the audience and fan base even further. More should be done to a) activate the fan base and b) use other channels like Facebook, Bebo, MySpace to further the buzz and content distribution. Bud Melman on Linked In represents a good start in this direction. Of course, I also don't want my Linked In mailbox clogged with fake characters and endorsement requests so this space should be entered into delicately.
• Official Marketing Communication: Separate to the character Twitter feeds, AMC could set up a @MadMenFans feed informing fans on:
  • Show Content:
    • When will the series be out in the UK?
    • Sneak preview episodes
    • Some insight into the storyline and clips from Series 2 (these are floating around illegally on the web )
  • Era Content:
    • More on advertising in the 60's, life in the 60's (values, themes, trends), New York in the 60's etc.
    • Background to some of the truths in the series e.g. Lucky Strike - "It's Toasted" campaign was apparently created exactly as the scene played out.
  • Awareness: There's actually a lot hidden on the AMC site. While I'm a fan, I would never have gone to the site and surfed around to find such gems as video's of people doing Mad Men characters (to win a walk on role). Check out this Joan Holloway or my favourite video, which is Rich Sommer acting as Peggy Olson.

Advertising was certainly simpler in the 60's and the folks at Sterling Cooper didn't have to worry about audience fragmentation, the integration of digital channels and social media. If they were around today, I'm sure they would be up to the challenge, although the scotch-free no smoking environment would be a whole different ballgame for them!

Comments

[Sharon Jaffe]

Thanks Gary! I almost said "Amen" out loud when I read your comment. I actually commented to someone that its the ad industry's fascination with the show that allowed for a small show on a small network to somehow achieve such massive success. I love and agree with your insight about the "perfect storm" - let's hope someone at AMC ends up reading this post!

[Gary Moneysmith]

Sharon:

Really interesting and fun post! I think your observations and recommendations are spot-on. There's already a lot of Mad Men buzz right now, but it's limited and stymied. If AMC actually encouraged and facilitated the social media aspect the buzz would be absolutely kinetic.

Mad Men really is the perfect storm (in a good way) for social media. Why? A few thoughts...
* Clearly written by some ad industry veterans, it's "inside baseball" for ad geeks - we love the painful accuracy and want to share it with other in our industry.
* We love that it reflects our industry's colorful lineage. And by "colorful" I mean "I can't believe it used to be like that..." Most of us weren't even born when the show takes place, but were a PART OF IT NOW
* We're creative -- we want to participate in the show and have fun with other fans, no matter where they are.
* AMC could pick up some great story ideas from the online conversation. They could also make some references (in the TV show) to some online conversation to make the social media fans feel like they're A PART of the show, despite it being 50 years ago. Engage us! We're creative for a living for God's sake! How many other shows have such a creatively robust target audience. How cool would that be?

Seems like an odd comparison, but the Opie and Anthony radio show here in the US (nationally syndicated) realized a few key things that helped contribute to their success:
1) Their show wasn't a 4-hr/day proposition -- it lived 24/7 on messageboards and their website. O&A was an early pioneer encouraging people to promote their show online.
2) They mobilized and encouraged their "army" of fans to send in show content; they actually meet with them in-person at many, many events. Fans (freaks) feel like they're actually a PART of the extended show cast which results in crazy word-of-mouth. Priceless. While O&A is controversial due to their subject matter, they're realized the untold millions of marketing dollars saved simply be mobilizing and engaging their fans before, during and after the show using readily available technology. Their brand is OPEN and ALIVE -- critical to sustaining a radio show that runs nearly every day for 50-weeks (or close) per year, let alone once/week.

So open up AMC! You're sitting on a freaking gold mine. You're denying us fans fun!!!

Best,
Gary