According to Adweek, AMC created a new site called Mad Men Yourself as promotion for the next season of its Mad Men show.

The site, an avatar creation page, allows users to produce a version of themselves in the Mad Men style. These images can then be uploaded as a Twitter profile picture.

Although AMC is yet to calculate the numbers of avatars that have been created, Twitter Search indicates that hundreds of people are now talking about the show.

AMC’s senior vice-president of marketing Linda Schupack remarked that they "were looking for an unexpected way for fans to enter into the world of Mad Men" and wanted "something that lived digitally that could [have] a pass-along quality to it".

Recently, a survey by the Association of National Advertisers, carried out in conjunction with BtoB Magazine and marketing services firm mktg, indicated that brands were increasingly turning to social media as an online marketing service, with 63 per cent of those using social media employing Twitter as a marketing tool.

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