Audiences and critics alike are heralding AMC’s Breaking Bad as one of the all-time great TV series. The sixth season of the Emmy® Award-winning drama returned to US screens for its final eight episodes this month. And the show’s millions of fans are showing no sign of addiction remission for Walter White (Bryan Cranston), Jesse Pinkman (Aaron Paul) and co.
In the lead-up to the final season, the AMC team here at We Are Social in New York conducted extensive research around the show, uncovering fan conversations and content sharing across Facebook, Twitter, Reddit, Tumblr and tons of other social platforms.
With the aim of increasing anticipation and tune-in, we wanted to further galvanize these millions of fans and convert them into fervent show ambassadors.
To do this we tapped directly into the obsessive nature of the Breaking Bad fanbaseto create #BBaddict, a social experience which asks fans what they are willing to sacrifice in order to prove their addiction to the show.
We created a series of socially-based activities and weekly challenges that asked fans to engage with Breaking Bad on Facebook, Twitter, Instagram, GetGlue, and Vine.
We incentivized engagement and sharing by offering rewards such as exclusive film access, DVD box sets, A1 car fresheners, Breaking Bad t-shirts and sweatshirts, and more. One grand prizewinner will also be flown to the finale taping of Talking Bad, the talk show series that airs after AMC’s newest drama Low Winter Sun, and will receive star treatment from the cast and crew.
The buzz over the last few weeks has been incredible, both in how the campaign has been received, and also how much we've enjoyed working on it. If we weren't all fans of the show before, then We Are Social New York is definitely full of #BBaddicts now!