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2. we are social
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As AMC’s award-winning hit series Breaking Bad
entered its final season, they wanted to give back
to their diehard fans on social media

3. we are social
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are
We decided early on to make the fans the mouthpiece of our
campaign, from Breaking Bad superfans to casual viewers

4. we are social
Based on our research, we discovered
the show has a completely fanatical audience
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are

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So fanatical, they refer to themselves as addicts
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are

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We knew they’d
be talking…
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are

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We knew they’d
be talking…
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are
So how did we get them talking
even more?

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#BBaddict
The more you give, the more you get

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A bespoke social experience designed from the ground up
to drive fan engagement

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#BBaddict tapped into fans’ entire social graphs,
including Facebook, Twitter, Instagram and Vine,
with weekly challenges to win Breaking Bad prizes

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We rewarded fan enthusiasm every step of the way

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Fans tweeted to unlock the #BBaddict app, creating
a groundswell of social conversations
before the season premiere

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We issued weekly challenges
across all social platforms

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Tapped into the themes, characters and events
our fans were already discussing
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are

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A global leaderboard gave our #BBaddicts bragging rights
by letting them see how they stacked up with the rest of the
Breaking Bad fandom

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We bridged the gap between online and broadcast by
integrating companion series Talking Bad into contests

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TV advertising also drove fans to the
#BBaddict contest and app
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are

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#BBaddict gave our most loyal, diehard fans
a creative outlet

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We analyzed top themes, quotes and characters
to inform each week’s strategy

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Tapping into existing conversations by creating content
based on topics fans were already talking about

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And creating original content
to surprise and delight our fans

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Our #AwkwardGuacamole post was
adopted by the media, setting the standard for how fans
refer to a pivotal scene of the series
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are

24. we are social
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The Final Episode
In the days before the series finale,
AMC aired a Breaking Bad marathon

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We pulled out all the stops to take
advantage of this momentous event
and drive tune-in

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We recruited some of the biggest
Breaking Bad fanatics
to live-tweet the marathon to their over
1.8M followers
social
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are

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We provided them with
customized profile skins
to brag to their followers they
were our official hosts
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are

28. we are social
We tapped into the series’ star power, providing
Aaron Paul
strategic recommendations to drive
even more reach and excitement through
Facebook Q&As and live-tweets
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29. we are social
Thanks to Aaron Paul’s Facebook Q&A, we gained
20,000 fans in a single day
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30. we are social
We let our fans say goodbye to each character of this amazing series
using the #GoodbyeBreakingBad hashtag
WALT JESSE HANK SKYLAR
SAUL WALTER JR. MARIE TODD

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Fans used our hashtag 600,000 times in just 3 days
social
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are

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So, did it work?

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You bet.
Over
339,000
BBADDICT
interactions
Increased fans by
1,400,000
across all
platforms
social
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are

34. we are social
Breaking Bad was the
#1 most talked
about show
the final month it was on-air,
according to Nielsen social ratings
social
we
are