AMC's Mad Men: Running Amok on Twitter

Fans of the TV series Mad Men have assumed the identities of its characters in microblogs—briefly confounding the brand-conscious network

By Rachael King

On AMC's hit show Mad Men, character Peggy Olson is the ambitious secretary-turned-copywriter at fictional Manhattan advertising agency Sterling Cooper. On the show, which is set in 1962, she's excellent at keeping secrets—such as how she bore a child out of wedlock. Off the show, she's more forthcoming. Olson—or rather, a person posing as her—uses the microblogging service Twitter to give fans a peek into her inner thoughts: "The men in the office are headed to the Oyster Bar. I'm going to the library. It doesn't seem quite fair," she wrote on Aug. 25.

Olson isn't the only Mad Men character on Twitter. Sterling Cooper creative director Don Draper began it all by issuing his first status update on Aug. 12. A few days later, seductive secretary Joan Holloway joined the fray, writing on Aug. 19, for instance: "Hoping @don_draper will be eating lunch outside of office again today, as he usually does. There's a sale on intimates at Macy's." That was the day Peggy Olson popped up.

In all, more than 15 Mad Men characters are Twittering, and more appear every week. All are posted by individual fans of the show and to date, none are known to be associated with the series. At least one blogger has speculated that Don Draper, Peggy Olson, and the others are actors hired by AMC interactive marketing agency Deep Focus, but AMC spokeswoman Theano Apostolou emphatically denies it. Several of the Mad Men Twitterers also said in interviews that they're independent fans, unaffiliated with Mad Men or AMC.

Don Draper's Behind It

The unofficial Mad Men are using Twitter to push fictional characters into a new digital frontier—at the same time blurring the lines between brand infringement and brand extension. While a show's creators and distributors might ordinarily welcome the publicity that comes with seeing it depicted in a positive light beyond normal viewing times, they're also on alert for signs that their brand is being misused in some manner. Content owners are especially vigilant in an age when users can spread content quickly by means of social media, such as Facebook or Google (GOOG)'s YouTube. In July, Hasbro (HAS) sued the creators of an unauthorized version of its Scrabble word game (BusinessWeek.com, 7/24/08) that had become wildly famous on Facebook. For a time, Twitter disabled Mad Men accounts amid inquiries from AMC as to their origin—though AMC denies having asked for the accounts to be blocked.

It's nothing new for fictional characters to show up unofficially outside their shows and movies. But the Mad Men on Twitter are in a class of their own. There are now more than 15 characters who interact with one another online while sticking closely to plot points. They never break character. The identities of Peggy Olson, Don Draper, and the others remain closely guarded secrets. Messages sent to Peggy Olson's Twitter account were answered by someone who refused to reveal an identity; he or she agreed to an interview only if it could be done in character. In real life, the unidentified person who plays Peggy Olson helps coordinate a complicated effort to bring Mad Men's characters to life on Twitter.

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