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Mad Men Yourself

By Deep Focus

Deep Focus created a viral marketing and social media application called "Mad Men Yourself" to promote Season 3 of Mad Men. Featuring artwork by acclaimed illustrator Dyna Moe, the application allows fans to create and customize '60s-style digital avatars of themselves that reflect 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. "Mad Men Yourself" users can select details from "body type" and "physical features" to "clothing" and "setting" to create an avatar that is truly a visual representation of themselves. Character images can be downloaded and shared, and were formatted for use as Twitter/Facebook icons, iPhone backgrounds, or desktop wallpapers.

Our goal was to drive tune-in and maximize awareness for the Season 3 premiere of Mad Men and fans went virtually "mad" for the viral and social application, with approximately 38 avatars downloaded every minute in the first week and over half a million unique visitors within the first two weeks.
"Mad Men Yourself" was written about on blogs, in newspapers, in magazines and on television. Entertainment Weekly featured the application on their "The Bullseye" page stating that if you, "Turn Yourself into a Mad Men character at amctv.com you'll instantly become 50 percent cooler." Mashable.com said, "it's pure genius" and The Boston Herald said, "head to this buzzed about Web site and doll yourself up in sleek '60's styles."
Over 700,000 avatars were created and downloaded by the time Season 3 premiered, which was only three weeks after the launch of this application. The Season 3 premiere scored a 3.1 HH rating and attracted nearly 4 million viewers. This was 273% increase over the Season 2 premiere and was the highest rating ever for an original episode on AMC.

http://www.madmenyourself.com

July 2009-Present