Situation: AMC had a hit on their hands, with a successful first season of Breaking Bad under their belts and great reasons, therefore, they thought, for cable operators to promote it. “All” we had to do was be one of the memorable dozens of requests these operators get at the beginning of a new season.

Solution: We admit, we stacked the deck in our, and our client’s, favor (as we do whenever possible!) Having former cable industry execs in our midst (and on our management team), we knew the environment in which we were competing. After all, we were the ones getting these solicitations not too many moons ago. We developed a hand-crafted ‘chemistry kit,’ if you will, filled with fun stuff and compelling reasons why cable operators should embrace and support with their marketing clout this dark comedy (about a high school chemistry teacher who cooks crystal meth to make enough money to support his family when he finally succumbs to terminal cancer).

Results: Bad…in a good way. Our wooden, branded, hard-to-ignore kits were a hit, and did the trick, resulting in operators earmarking quality time slots to cross promote the second season.