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To mark the Aug. 16 premiere of the third season of AMC’s award-winning television show, “Mad Men,” the network is launching three viral marketing and social media applications sponsored by Eight O’Clock Coffee: “Mad Men Yourself,” a new online avatar creator featuring artwork by New York-based illustrator and designer Dyna Moe; “Which MadMan Are You?,” a quiz game that identifies which character consumers most resemble; and “Mad Men eCards” featuring the show’s most popular characters.
“These fun applications bring together a top-rated coffee and an award-winning series to help people discover new ways to connect,” said Alisa Jacoby, senior brand manager for Montvale, N.J.-based Eight O’Clock Coffee. “While Eight O’Clock Coffee has been a connection enjoyed by generations for 150 years, this adds another dimension to the experience.”
“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,” added Gina Hughes, VP of marketing for New York-based 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.”
Available at madmenyourself.com, “Mad Men Yourself” enables fans of the show to create and customize ’60s-style digital avatars, based on Moe’s distinctive style, that reflect the look of characters from “Mad Men,” which takes place at a New York advertising agency in the early 1960s. The avatars can be downloaded and shared on a variety of social networks, including Facebook, Twitter, and the iPhone. Eight O’Clock Coffee messaging is integrated throughout.
Starting Aug. 10 and running throughout November, AMC will host the trivia quiz game, “Which MadMan Are You?” on AMCTV.COM. Users will answer a series of questions and, depending on how their responses, will be matched with a character from the series. Eight O’Clock Coffee will maintain brand presence throughout the home page through logo and banner ads. During the same time period, the first-ever “Mad Men eCards” will be available on www.eightoclock.com. Created by Eight O’Clock Coffee’s agency, Boonton, N.J.-based S3, the cards will feature “Mad Men” regulars, with series tune-in and other messaging, allowing fans to remind each other of upcoming episodes, plan get-togethers to watch, and share feedback. Banner ads on AMCTV.COM will link fans to the eCards.
Consumers can take part in all of these activities online and via social networking sites.