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Future of Entertainment: Outside the Box

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Presented at WGA Summit on Transmedia Storytelling, Digital Hollywood Conference in Santa Monica, October 20, 2009

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Future of Entertainment: Outside the Box

  1. The future of entertainment: outside the box according to @BettyDraper
  2. Popular TV characters will lead parallel lives in the twitterverse… brandfictionfactory.com
  3. and on social media channels where their audience live brandfictionfactory.com
  4. remaining in character and in action contiguous with plot development on show. brandfictionfactory.com
  5. T hey’ll blahg… brandfictionfactory.com
  6. chat… brandfictionfactory.com
  7. and party, not only with each other but fans brandfictionfactory.com
  8. Allowing fans to bond more deeply with their favorite characters… brandfictionfactory.com
  9. increasing engagement and maintaining interest between episodes and seasons... brandfictionfactory.com
  10. and attracting new audience among potential fans. brandfictionfactory.com
  11. The payoff <ul><li>deepens audience engagement with show </li></ul><ul><li>builds new audience </li></ul><ul><li>goodwill for brand </li></ul><ul><li>keeps show alive between episodes, seasons </li></ul><ul><li>provides deeper profiles of most ardent supporters (stats of great interest to advertisers who no longer settle for age, income demo) </li></ul>brandfictionfactory.com
  12. Tweasers An hour before Season 3 Premiere, Mad Men on Twitter staged a twitter event called “Mad Worlds Collide” in which Mad Men attended 1963 movie premiere of “It’s a Mad, Mad, Mad World.” brandfictionfactory.com
  13. We prepared the venue brandfictionfactory.com
  14. set the stage brandfictionfactory.com
  15. “ sold” tickets brandfictionfactory.com
  16. which provided eligibility for snazzy Mad Men-era prizes vintage Radio City Playbill copy of signed Mad Men script 1960s Radio City Music Hall Pin brandfictionfactory.com
  17. and allowed us to collect names and email of the most ardent fans brandfictionfactory.com
  18. We promoted event via tweets & blog brandfictionfactory.com
  19. As showtime approached, we drew up a timeline so we could synchronize our (winding) watches brandfictionfactory.com
  20. Then launched our experimental improv theater. And ensured the event endured beyond the fleeting life of search.twitter.com brandfictionfactory.com
  21. The audience had as much fun as we did. brandfictionfactory.com
  22. What if Mad Men on Twitter were affiliated with the show? <ul><li>contests </li></ul><ul><ul><li>“ What do you want your fave Mad Man to say?” best140-character post used in a future script </li></ul></ul><ul><ul><li>send a scan of your 60’s portrait to be framed and used on set </li></ul></ul>brandfictionfactory.com
  23. Unexploited potential: product placement brandfictionfactory.com
  24. to speculate further Helen Klein Ross 917-796-8330 [email_address] brandfictionfactory.com