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Netflix x Imgur:
"El Camino: A Breaking Bad Movie" Campaign

Multi-city scavenger hunt culminating in a fan screening with celebrity appearances

To drive event-level anticipation and tune-in for the release of “El Camino: A Breaking Bad Movie,” Netflix teamed up with Imgur to orchestrate a multi-city scavenger hunt and a special fan screening. The first fans who were able to decode cryptic tweets from @BreakingBad and arrive on location at a hidden van in San Francisco and Chicago, a  tiki bar in New York, and a hot dog stand in Albuquerque were rewarded with exclusive prizes. The campaign culminated in an experiential activation at the Alamo Drafthouse, where fans in costume were treated to themed food and drink, a screening of the new movie, signed posters, photo ops with movie props, and a surprise appearance from Aaron Paul and Matthew Lee Jones.

As the Integrated Marketing Manager, Cat...

  • Developed the creative concept

  • Created the pitch deck and provided detailed cost estimates

  • Sourced suppliers and managed production budgets 

  • Led event production and oversaw vendors to ensure flawless delivery

Download the full case study in PDF

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