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'Breaking Bad' and brand management on Twitter

Written by Kim Lyons on .

Brand management on social media can be a tricky thing. Companies don't want to be viewed as insensitive by using Twitter or Facebook to take advantage of a tragic situation, but opportunities to be part of a social media conversation can give brands great visibility. But such opportunities usually require quick action, and a smart approach.

 (Spoilers of last night's "Breaking Bad" episode, "Granite State" and the Aug. 18 episode "Buried" follow, read this post later if you haven't seen them yet).

Last night on the penultimate episode of "Breaking Bad," bus bench lawyer Saul Goodman was preparing to go on the lam, after client Walter White's meth empire imploded. Saul, played by actor Bob Odenkirk, @mrbobodenkirk bemoaned his fate to Walt, (played by actor Bryan Cranston @bryancranston): "If I'm lucky, in a month from now, best-case scenario, I'm managing a Cinnabon in Omaha," Saul said.

Seattle-based Cinnabon rose to the challenge: 

 

 

It wasn't the first time a Saul Goodman reference inspired some social media cleverness. In the Aug. 18 episode, "Buried," when Saul tried to suggest Walt should kill his brother-in-law Hank, a DEA agent, Saul tried to speak in code, rather than advise his client to commit murder.

"Have you given any thought to 'sending him on a trip to Belize'?" he asked Walt.

Realizing what he meant, an angry Walt told Saul the idea was out of the question, and not to mention it again. "I'll send you to Belize," Walt snarled to Saul.

The Belize Tourism Board @belizevacation took what could have been a not-so-flattering reference and turned it around: They tweeted out invitations to "Breaking Bad" actors to visit the Central American country, including the actor who played Hank, Dean J. Norris @deanjnorris:

 

 What do you think are the best (and worst) examples of brand management on Twitter and other social media? And what do you think is going to happen to Walt, Jesse and the rest of the "Breaking Bad" universe? Lots of trips to Belize, perhaps... 

saul and walt

 Photo credit: AMC

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