The other day I had an out-of-body experience when characters from Mad Men, to all intents and purposes entirely fictional, appeared in my Twitter feed and started following me. Some friends and colleagues commented that this kind of interaction isn't transparent--that it violates the precepts of social media.
I dunno. After all, I realize the characters aren't real. So how can I be fooled? The question then becomes: do I really need to interact with a character to be engaged with the show? I don't think so: after all, I wouldn't want The Joker following me on Twitter. Or anywhere else. And I definitely don't need my shampoo calling me up at all hours, wanting to talk about our relationship.
It's a great question. And I don't think so: not always. When I watch Mad Men, I don't really need to follow the characters past the silver screen into "real life," fancy cocktails or no. In fact (sorry, Don) I am finding the tweets pretty dull reading ("Heading to the Savoy. Staying in the city tonight.") Yawn. And that raises the question of whether the social marketing is actually interfering with the appealing qualities of the "Mad Men" brand.