In this week’s Media Beat interview, mediabistro.com’s Carmen Scheidel spoke with Ian Schafer of interactive agency Deep Focus about the success of its Mad Men Yourself campaign. Note to all copycats: creating a Don Draper avatar may look easy, but it’s actually the result of a lot of work and strategic research.
“We knew we had to build something that would turn a die-hard group of viewers that were really only talking to each other about the show, and get them to do something that involved others. We struck gold with that, and we continue to revitalize that every year,” Schafer explained. “It is one of those bright, shiny objects that attracts clients to us, and typically they say, ‘I want one of those.’ We have to educate them on the fact that we didn’t just come up with that idea out of thin air.”
Ian Schafer talks about best practices for social media marketing in his keynote presentation at Socialize on April 1 in New York. You can also watch this video on the mediabistro.com YouTube channel.