Twitter Characters and Brand Fiction

@BettyDraper has over 25,000 followers. She tweets about her favorite recipes, and blogs faithfully. But she’s not a real person; she’s a character from TV’s Mad Men .

Helen Klein Ross is the person behind @BettyDraper. She has 20 years of marketing experience and knows how to capture an audience.

As Ross explains, @BettyDraper was part of a campaign launched to keep viewers engaged with the television show Mad Men between seasons. The campaign used Twitter and the blogosphere to draw in potential viewers and to invite fans to help scrape out an online story in a deep and engaging collective narrative project that lies somewhere between fan fiction and marketing.

Ross presents her insights from the campaign in a fascinating series of slides that shows how companies can use collaborative fiction environments similar to ARGs to bring consumers closer to products.