Case Study:

BREAKING BAD

Project Overview:

In its fifth and final season, Breaking Bad experienced unprecedented audience demand and was primed for a direct-to-consumer e-commerce experience. Sony Pictures Television (SPT) partnered with GENERATOR to develop an official Breaking Bad store so fans could connect with the brand on a deeper level and purchase products inspired by the show.

STRATEGY:
With six weeks until the premiere of the final episode, GENERATOR orchestrated licensees, distributors, and IP owners to build the official store, featuring curated and exclusive merchandise.

Once the store launched, GENERATOR & SPT continued to collaborate to promote the store through co-op marketing including:

On-Air Integration
Key products received on-air mentions and were distributed as audience giveaways during the weekly after-show, Talking Bad.

Social Media Sweepstakes
GENERATOR’s marketing team created a distributable social sweepstakes that was cross-promoted on AMC and SPT properties. Fans competed for a chance to win a custom Breaking Bad Store prize pack and all entrants received a 10% discount coupon toward their Breaking Bad store purchase.

SEM Advertising
To attract the most qualified audience, GENERATOR funded a merchandise-focused search engine advertising campaign that drove 20% of store traffic.

RESULTS:
Millions of visits
Hundreds of thousands of email subscribers
Millions of dollars in sales from tens of thousands of fans