Mad Men

For the quality TV series Mad Men (from the makers of The Sopranos) A-Film wanted to do something special to bring attention to the release of the Dutch DVD box set of the first series. The goal was to create as big an online buzz as possible, especially since the series had not been broadcast on Dutch TV yet.

The Fortress Team identified the online places where the target audience of Mad Men was located, and carried out a video seeding campaign which placed the videos in the relevant online places. For example, fans of similar series were addressed. The subject matter of Mad Men (e.g. The Sixties, marketing) was also used to bring the series under the attention of the right people.

Also, a guerrilla marketing campagin was carried out in which the characters of the series came to life and this video was placed on several marketing and innovation sites to create attention for Mad Men.

The buzz marketing campaign resulted in an increase in discussions about the series and increased awareness. During our campaign a total number of over 67.000 relevant views was generated, which were all direct views. Beside these views, the videos have also had a number of indirect views, created virally by fans who placed the video on other places online or sent them to their friends.