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Lionsgate Steps Up 'Mad Men' Marketing

5 Jul, 2008 By: John Latchem

Lionsgate's July 1 release of Mad Men: Season One hit DVD and Blu-ray Disc with a widespread promotional campaign.

The effort included merchandise such as “Mad Men” branded Zippo lighters (included limited-edition lighters), a CD and a 2009 wall calendar. The June 23, 2008, issue of Advertising Age magazine devoted a 16-page spread to a fictional issue based on the characters from the AMC show, complete with retro advertising for the home video version. Bloomingdale's stores in 14 cities offered window displays devoted to the series, as well as “Mad Men” clothing shops.

Later this summer, Michael Kors will offer a promotion at 30 stores giving customers who purchase at least $350 of merchandise a free copy of the first-season DVD set. The promotion is tied to a fall Kors line inspired by the show.

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