the second screen: connect your fans -- leila thabet, we are social us (breaking bad)

hello.We are social

we are a conversation agency

Built from the ground We’re a new kind of agency built for the age of social media.

up

we are social

New York

São Paulo Sydney

Singapore

Milan

MunichParis

London

380 staff in 8 offices around the world

4

We help brands listenunderstandengage

…in conversations.

we are social

we are social

The Final SeasonGO BIG OR GO HOME

we are social

A completely fanatical audience

we are social

So fanatical, they refer to themselves as addicts

we are social

We knew they’d be talking…

we are social

So how did we get them talking even more?

We knew they’d be talking…

we are social

#BBaddictThe more you give, the more you get.

we are social

#BBaddictIncentivizing fan engagement

we are social

we are social

we are social

we are social

we are social

LimitationsMoving at the speed of everybody else

we are social

No advanced scripts, screenings or plot points

We watched the season unfold in real time with everyone else

we are social

Weekly team brainstorms analyzed top themes, quotes and characters

to inform each week’s strategy

we are social

Tapping into existing conversations by creating content based on topics fans were already talking

about

we are social

we are social

And creating original content that surprised and delighted our fans

we are social

we are social

Our #AwkwardGuacamole post became a part of the

zeitgeist of the show, setting the standard for how fans

referred to a pivotal scene of the series.

we are social

The Final EpisodeIn the days before the series finale,AMC aired a Breaking Bad marathon

we are social

We pulled out all the stops to take advantage of this momentous event

and drive tune-in

we are social

We recruited some of the biggest Breaking Bad

fanatics to live-tweet the marathon to

their over 1.8M followers

we are social

We gave our fans multiple ways to say #GoodbyeBreakingBad leading up to the finale

we are social

And let our fans say goodbye to each character of this amazing series

WALT JESSE HANK SKYLAR

SAUL WALTER JR. MARIE TODD

we are social

we are social

ResultsWe Are Social

content received

150% more

engagement than any

content than had been

produced for the show

Over

125,000BBADDICTS

in the first month, who achieved

Nearly

DOUBLED

Twitter followers

In two monthsIncreased fans by

1,400,000

Across all platforms

21 millionpoints

Thank you.leila@wearesocial.com