Following a five-year hiatus from AMC's popular Breaking Bad series it was finally time for fans to get more of the story with the release of El Camino: A Breaking Bad Movie. Netflix came to us with a partnership opportunity to work with Samsung and create a cross promotional effort that would highlight the new movie and the exclusive content capabilities of Samsung Smart TVs.

At the end of Breaking Bad fans were left with plenty of questions, and with the launch of El Camino: A Breaking Bad Movie, they were about to get plenty of answers. But one story that wasn't going to make the new movie was what happened to a beloved cult favorite: Huell Babineaux.

So we created a 62-hour live-streamed countdown on Samsung Smart TVs around the globe to give fans the answer.

The strategy was simple. Pure fan service.

We knew people were desperate for any sneak peek at the new movie and that as soon as they saw Huell, they'd be hooked.

To bring it to life, Samsung kicked off this campaign with a tweet and Netflix teased out Easter egg content ahead of the film’s world premiere. As fans discovered the live-stream confusion, happiness, and intrigue took over.

The channel could be accessed by opening the Samsung TV Plus app, available on Samsung Smart TVs, and tuning in to channel 1000.

Behind the scenes a dedicated team of production crew, Netflix team members, and agency staff worked together to keep the content flowing and Huell's live-streamed waiting at the safe house finally came to an end the moment El Camino was ready to stream on Netflix.

Netflix viewing data is confidential, but we had over 3.5 million views of the “Waiting with Huell” live stream, helping El Camino: A Breaking Bad Movie reach over 25 million views in the first week.