In anticipation of the Aug. 16 premiere of its 1960s period drama Mad Men, cable network AMC has launched a new viral marketing tool called “Mad Men Yourself.”

Set to lounge music, MadMenYourself.com lets fans create customized, ’60s-style avatars reminiscent of the show’s characters by using a variety of costumes, props, accessories, backgrounds and even a beverage of choice.

When done, the avatars can be downloaded and shared on a variety of social media sites, including Facebook, Twitter, AIM and the user’s iPhone. The images can also be saved as wallpaper.

New Jersey-based coffee brand, Eight O’Clock Coffee is sponsoring the site, along with two other applications: “Which Mad Man Are You?” quiz game and Mad Men e-cards, both set to launch Aug. 10.

In addition, Banana Republic is sponsoring the Mad Men Open Casting Call that runs through Aug 11. Participants can upload photos of themselves dressed in Mad Men fashions for a chance to win a $1,000 gift card and a walk-on role in the show.

To enter, consumers need to visit a Banana Republic store in Canada or the U.S. to pick up a casting call code to register their entry at MadMenCastingCall.amctv.com.

Semifinalists will be determined by a public vote with the ultimate winner to be selected by series creator Matthew Weiner.

Bus shelters, billboards and magazines ads also support the season three premiere.