Goodbye Breaking Bad; Hello Breaking TweetsSeptember 30, 2013
We all said adieu to Breaking Bad last night, and boy, was the internet abuzz. Tweeters tweeted, Facebook exploded with tearful yet relieved status updates, and Instagram brimmed with rock candy pictures colored to look like the show’s infamous blue product.
But, while viewers are flocking to social media channels to express their love and regret for the show’s finale, yesterday saw even more influential voices out there: the actors in the show itself.
About an hour after the last episode aired, Bryan Cranston tweeted:
Well, this is it. The last episode ever of Breaking Bad. Thank you for sharing this ride with me. Without you we never would have lasted.
— Bryan Cranston (@BryanCranston) September 29, 2013
That single message was retweeted over 50,000 times and favorited over 34,500 times—light-years higher than the majority of his other posts.
Likewise, actor Aaron Paul (who played the not-so-sidekick, Jesse Pinkman) used social media to build up excitement for the show’s countdown. Partnering with Omaze, Paul used his star-status to encourage thousands of social media followers into a city-wide scavenger hunt for charity—though he did jokingly call his Twitter followers the B-word in classic, Jesse Pinkman fashion. Paul’s scavenger hunt winners were awarded with tickets to his private finale screening, which saw live national airtime at 10:15 p.m. EST.
Yesterday’s Breaking Bad hype surrounding its actors proved that contextualized influence in social media matters. While viewers had their hearts in their throat waiting to see what happened to the morally-broken Heisenberg, the stars of IMDB’s second-highest rated show were able to capitalize on their highest moment of fame. The result? A smart, sophisticated Breaking Bad marketing campaign that turned the series finale into an event—and conversation—to remember.
Click here to learn more about the importance of contextualized influence.