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August 12, 2009

AMC creates online experience to push new series of Mad Men

Three viral marketing and social media interactive applications have been launched to promote the third series premiere of AMC’s award-winning drama Mad Men, which tells the story of the pioneers of modern advertising.

One of the initiatives is Mad Men Yourself, a new online avatar creator featuring artwork by acclaimed illustrator Dyna Moe, reflecting the look of Mad Men’s iconic characters – from smooth-talking creative director Don Draper, to Sterling Cooper’s smart and sassy office manager Joan Holloway.

Another application, What MadMan Are You?, is a quiz game that identifies, which character people most align with, while Mad Men eCards feature the show’s most popular characters. Banner advertisements on amctv.com will link fans to the eCards.

Coffee brand Eight O’Clock Coffee is the sponsor for all three applications.

“These exciting new activities allow us to not only reach a broader audience for Mad Men, but also extend the undeniable pop-culture presence this series has established over its first two seasons,” said Gina Hughes, vice president of marketing at AMC.

“This is a perfect next step for us in providing audiences with a unique, interactive experience that invites them to engage with this series like never before.”

Commenting on Eight O’Clock Coffee’s sponsorship of the campaign, the company’s senior brand manager, Alisa Jacoby, said: “These fun applications bring together a top-rated coffee and an award-winning series to help people discover new ways to connect.

“While Eight O’Clock Coffee has been a connection enjoyed by generations for 150 years, this adds another dimension to the experience.”

The aim of all three of these applications is to provide an interactive experience and allow AMC to extend its brand presence into another medium through which people can encounter the series. As well as online, these experiences can be accessed via social networking sites, including Facebook and Twitter, and through Apple iPhone applications.

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