We saw binge-watching for what it is: America’s favorite addiction. So we created a place where chronic bingers could go for guidance and to learn that it’s now okay to binge without fear of paying for it. The Binge Watchers Anonymous support group was led by the only person who could lead it: Aaron Paul, who played an addict on the most binge-watched show of all time.

In a very short timeframe, we went from brief to airing our first national commercials. The campaign launched with the two thirty-second spots, “Binge Watchers Anonymous” and ‘Welcome.” Those spots were accompanied by two online-only videos that told more of the story: “Life Story” and “Girls.” After the release of this content, the campaign was supported across the board with social, high-profile digital OOH, digital, and radio.

The word of Binge On spread fast. After the campaign launched, we garnered nearly 1.06 billion overall social impressions. Some highlights within that include 300 million Twitter impressions and 13.7 million video views. But more importantly, we saw a 50% increase in mobile streaming from T-Mobile users.