Breaking Bad CENTURY 21, 2013

People seldom purchase a new home, so they have limited interactions with realty brands. So to get everyone talking about CENTURY 21, we would have to newsjack an already huge story: the series finale of Breaking Bad. We decided to create a Craigslist “for sale” post for the home of Breaking Bad character Walter White. We peppered the property description with subtle, insider plot details, and included a working phone number that connected interested parties with an outgoing message from CENTURY 21. Within 24 hours, the world had taken notice. Coverage appeared in GQ, The Huffington Post, Daily Mail, AdAge, Creativity Online and Adweek, who called our effort “The only worthy tie-in to the Breaking Bad finale.”