Mad Men incites branded content blitz on social media
With the sign-off nearing for popular AMC drama Mad Men, brands such as Petco, MasterCard Business and Mixxtail are getting in on the excitement with themed GIFs on social media.
The show has been popular since its debut and creates a phenomenon-like discussion while in season. Social media is the driving factor in the Mad Men conversation, and brands are keen to jump on the band wagon tying in marketing on platforms such as Twitter, Instagram, Facebook and Tumblr with posts related to the show.
"A huge portion of advertising is therefore focused on extending consumer interest around events they are already excited about such as the Superbowl or other sports playoffs, holidays they are preparing for Valentines, Thanksgiving, or New years or social rights conversations that are at the forefront of their minds such as empowering women, encouraging diversity, and combating abuse," said Shuli Lowy, "The premiere of Mad Men?s finale season is no different.
"If your target audience is focused on a specific show, then that?s where you should be too," she said.
Don Draper?s influence
These brands are finding ways of incorporating images from the show as well as subject matter into advertising their own merchandise. With the end of the show impending, the mobile discussion of the show has increased to a roar, which means this is the time for brands to include Mad Men into its marketing plan.
Mad Men revolves around an advertising agency during the 1960s and showcases the historical differences between the era and current day. At the time, these agencies were the hub of successful businessmen and sexist remarks; alcohol and cigarettes were staples in the workplace.
April 6 marked the airing of the seventh and final season premiere.
To profit from the craze surrounding the show, the mad men of the 21st century are creating advertising content on social media in relation to the show.
Many brands and retailers are creating GIFs and images with a Mad Men spin. For instance, Petco turned a scene from the show into a GIF with the text ?I love Puppies,? making it seem as if the main character, Don Draper had said this, including the hashtag #MadMen.
MasterCard Business tweeted a picture that emulates a typical Don Draper pose and outfit with the caption ?Whether you are a '60s advertising executive or a #SmallBiz owner today, sometimes you need to don a dapper look.?
It also seems as though almost all publications are producing something in relation to the show and posting it through the social media space, complete with the hashtag. Major publications such as the NY Times and Huffington Post are quick to conduct interviews with anyone in relation to the show such as the creator, Matthew Weiner and actors such as Jon Hamm and Elisabeth Moss, and share these posts on Twitter and Facebook.
Beauty and fashion-related publications are publicizing articles on how to recreate or shop looks from the show. Vogue recently published an article online discussing where fans can shop the beauty looks of the women from Mad Men, sharing it on Facebook.
NPR tweeted out a link to a curated list and guide of the music of the TV series and an image from the show.
Get your brand trending
Trending conversations in social media are an inexpensive manner in which brands can advertise and engage with consumers. Tapping into similar interests catches the eye of potential customers and connects with them on a more personal level.
International menswear retailer Perry Ellis followed this formula and held a discussion on Twitter with prominent male bloggers about the industry to increase brand awareness (see more).
Emojis is another topic widely discussed on social media and grabs the attention of consumers, particularly the millennial. Miracle-Gro created what it calls the world?s biggest crowdsourced garden built entirely from plant and flower emojis to celebrate spring and reach millennial buyers of its garden and landscaping products (see more).
"Consumers often express their anticipation for a show on social media, making it an ideal place for brands to join in on the conversation," Ms. Lowy said. "The Mad Men show highlights the efforts that go into building a brand, developing its tone, and solidifying what it stands for.
"The premiere of the finale gives brands an opportunity to join in on a conversation where they can highlight the foundation of their brand roots and what they are all about," she said. "When brands are getting involved in trending social media they must take care to walk the delicate balance of contributing substance to a conversation without saying anything that may be too controversial to the point that it would alienate some of their audience.
"That balance becomes particularly difficult when participating in trending social media conversations related to social rights."
Final Take
Brielle Jaekel is an editorial assistant on Mobile Commerce Daily and Mobile Marketer, New York
