After five years, millions of viewers and a copious amount of blue crystal meth, AMC announced that Walter White and Jesse Pinkman would be hanging up their aprons and gas masks. Throughout five seasons of the hit AMC series, “Breaking Bad,” fans eagerly awaited each episode and shared their excitement, questions and theories with others on social media. Nearly six million viewers were expected to tune in to the series finale of the award winning show and in the weeks leading up, news outlets worldwide buzzed about Walter White “moving on.”

Throughout the series, one “character” remained in the spotlight and served as a point of contention among the others until the very end – the White family home. Walt and Skyler’s residence on Negra Arroyo Lane served as a metaphor for the White family and their relationships as they dealt with cancer, welcomed a new child, stashed cash and, ultimately, fell apart.

Mullen knew that the “Breaking Bad” finale presented a unique opportunity to reach families worldwide who are ready to move on. We worked quickly with CENTURY 21 to put a plan in motion to list the infamous residence and cause a major conversation among fans, media and key stakeholders.

We posted the home to Craigslist the morning of the show’s finale and launched the Google voice mail number

The team worked on the Ad Age story, which hit on the night of the finale

At 3 pm on the day of the finale, we tweeted a link to the Craigslist post to the show’s stars, influencers and media from the Century 21 handle

We reached out to key media outlets with the Craigslist post as the Ad Age story broke

We live-tweeted the finale from the Century 21 perspective with more real-time reactions to the episode

Garnered 80 million+ media impressions

Secured coverage from 42 top media outlets including AdWeek, Huffington Post, Inman News, GQ, Creativity, and Salon

Garnered more than 10,590 organic and viral Facebook impressions, with 445 clicks, 94 likes, 26 shares and 12 comments

Twitter outreach resulted in 1,613 mentions and 4,521,921 potential impressions worldwide

Despite other brands paying up to $400,000 for a commercial during the final episode, AdWeek called Century 21’s initiative “The Only Worthy Brand Tie-In to the ‘Breaking Bad’ Finale”

Creativity and Ad Age ranked the stunt among the top ten for 2013