Basically, someone started tweeting as Don Draper, the protagonist of Mad Men - a popular show on AMC. He'd say smarmy things and recommend Scotch in the afternoons (ok, the mornings too). Then we noticed Peggy. Then Joan, Pete, and the rest of the gang. They would disperse bits of wisdom mixed with comments riffing from the show.
The only trouble was that the corporate overlords at AMC did what corporate overlords always do: over-react and send in the lawyers. The profiles were pulled and the Sterling Cooper Twitter branch offices went dark.
Or Did It?
Within 36 hours, AMC was dancing the mea culpa at beat the band. Accounts were reinstated and things seemed back to normal. The only thing the exercise in stupidity garnered was a load of bad press. The reaction from the blogosphere was loud and angry - but most often, not helpful.
However, here at OnlineMarketerBlog, we believe in positivity. So, to help AMC and the future AMCs (don't laugh - it could be you next time, buddy), I offer 11 ways they could have avoid the bad press, instilled brand loyalty, and maybe even picked up new viewers in the process. Here is what AMC could have done rather than dispatch the lawyers.
- Pay the kid. Seriously. He's already doing your job because he loves it. What better person to have on the payroll?
- Register similar names and do it yourself. If he's using @Don_Draper, register @DonDraper (oops, too late again!). If you think you can do it better, the do so.
- Hook him up with product placement deals. Have Don hock Scotch and have Joan push push-up bras. Then give him a substantial cut. Everybody's happy.
- Secure the SterlingCooper URL before you piss him off. The guy was using SterlingCooperAdvertising.com (which re-directs to AMC's site) before all this started, so he's either smart or sending you traffic. If it's the former and he registered the URL, pay him for it before the shouting starts.
- Start up tangential Twitter accounts to serve as a social connector. I'd be sure to follow @SterlingCooperBreakRoom just to see what happened.
- Use him to foreshadow. Send this guy early information about the next episode so he can build anticipation among your most fervent fans.
- Spruce up his Twitter pages. Send him quality designed images so your product looks as good as possible, even if someone outside the company is doing it.
- Test out new characters online. Flesh out the voice of potential characters (and build a following) before introducing them on the show.
- Send him shwag to give away. Build his cache and your own by delivering Mad Men martini shakers and Mad Men high-gloss shoe polish. Fans would go rabid.
- Set up a job board for advertising/PR/marketing folks. Collect ad money and job advertiser fees to keep the site afloat, then use it to cultivate new advertisers for the television show from companies soliciting for jobs.
- Hold contests. For instance, hold a "best line from a character" Twitter contest and then feature the winning statement on a future episode. Tons of people send in free content, you get a lot of good will, and you encourage viewers to take on your character's personas. This equals a brand engagement super-win.
There you have it - 11 ways AMC could have avoided all the unpleasantness and bad press, and given fans something to enrich their experience rather than subtract from it. But, you know what, I'd like to pass along a bonus idea for bone-headed companies: Try talking to the person first.
It turns out the guy behind all the of the profiles and tweets would have been happy to turn over the keys and go on his merry way. I know actually picking up the phone and calling is just a crazy idea to many in business-land, but believe me, you can avoid a lot of hassle that way. Oh, and I don't mean a lawyer calling - I mean a real person.
Don't Laugh Yet
Sure, AMC has egg on their face this week, but that will pass. I don't really mean to be so hard on them - I love the show and have no reason to think they will make the same mistake again (otherwise, I wouldn't be giving real suggestions).
However, remember that any company is susceptible to tone-deaf-ness when they don't pay attention (or at least have a new media consultant, cough, cough). Your company could be next. What are you doing to avoid AMC's fate? Are you listening to your customers and congregating where they are? If not, you likely deserve to get blindsided.
If you liked this post, feel free to show some love:
Share it on Twitter