• BreakingBad.com — site experience demo (5:04)
  • A miniature desert model was created and shot on a turntable.
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“Simple and mysterious with a lovely sense of exploration and discovery.”
- Communication Arts

Each episode is unpredictable, full of unexpected twists and turns. So we created the site BreakingBad.com, a non-linear digital experience that would engage and surprise people and leave them wanting more.

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Break Bad

v. to go wild, get crazy, let loose, to forget all your cares, to have a great time, to break out of your mold.

- definition, Urban Dictionary
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90

percent growth in the targeted male
18-34 audience at launch.

2x

the ratings from AMC’s previous
prime time average.

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We also used social media to seed the term “Breaking Bad” into cultural vernacular. Everything from the Wikipedia page to production photos on Flickr helped drive traffic to the experience. We even leaked the first 3:44 of the pilot on YouTube. Practically absent from Google search before the launch, “Breaking Bad” was now listed on 10 of 11 first page search results.

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