0
CASE STUDY
AMC BREAKING BAD
DIGITAL MEDIA
CONTENT
Dr Lance Dann, University of Brighton
1
What is
Breaking Bad?
 Grown into biggest
Television Phenomenom
since Sopranos
 Rated by Metacritic as the
best TV serie...
So what’s the story?
…a drug dealing school teacher
with caner becomes a criminal
mastermind…
Why did I story about meth
addicts become so popular?
 Phenomenal writing
 Great acting
 Great direction.
 Smart marke...
How to outsmart the pirates
 Owned by SONY
pictures.
 Screened in US by AMC.
 Relegated to Channel 5
in UK.
 Loosing v...
What they didn’t do was this…
http://theoatmeal.com/comics/game_of_thrones
“
Of all the people in the world who didn’t
read my book yesterday… far more didn’t
read it because they didn’t know about...
They were also open to fan
works and adaptations…
Lego Breaking Bad Game
Not all theft is bad…
 Showrunners of Heroes
and Game of Thrones
both pleased their
shows are most
torrented.
 It is all...
Breaking Bad Series 5
Broadcast on AMC on
Sunday Evening in US.
HD download to iTunes
overnight.
Next day available as a
s...
Breaking Bad goes viral…
 Audience and attention
went past the tipping point
in Season 5.
 Live audience increased 5
tim...
Part of this was due to
Transmedia Marketing
AMC have always been
very ahead of the curve
with their media
positioning.
St...
Criminal Aptitude
Test
Character Blogs
Interactive Graphic
Novels
Evidence Board
Insider Podcast
DIGITAL MEDIA
CONTENT
13
Story Sync – Season 5
DIGITAL MEDIA
CONTENT
14
something immersive
 Creation of a storyworld.
 An experience that follows
you off screen.
 A marketing tool.
 A money...
Henry Jenkins saw this coming…
… but is his beard as good as
mine?
Developed the term in 2006
when he looked at
programmes...
Links to articles for this week
Student Central has links to articles to read in preparation for
next week.
Pinterest boar...
Or… a project that is just as
relevant
TOMY’S TRADE SECRETS
 Online video channel
 Shop
 Forum and advice
September 26,...
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Breaking Bad: Using Transmedia and Freeconomics to beat the Pirates

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This is a presentation aimed at 3rd year Media students at the University of Brighton. It uses Breaking Bad as a case study to demonstrate the power of transmedia and freeconomics to market and distribute product. There are a lot of links in this presentation that you'll miss... find them on t'internet or through the Pinterest board listed in the presentation.

Twitter: LanceDann

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Transcript of "Breaking Bad: Using Transmedia and Freeconomics to beat the Pirates"

  1. 1. CASE STUDY AMC BREAKING BAD DIGITAL MEDIA CONTENT Dr Lance Dann, University of Brighton 1
  2. 2. What is Breaking Bad?  Grown into biggest Television Phenomenom since Sopranos  Rated by Metacritic as the best TV series of all time.  A barrel load of Emmy’s  5 seasons.  End last week.  Globally trended on Twitter for most of the week. DIGITAL MEDIA CONTENT Dr Lance Dann 2
  3. 3. So what’s the story? …a drug dealing school teacher with caner becomes a criminal mastermind…
  4. 4. Why did I story about meth addicts become so popular?  Phenomenal writing  Great acting  Great direction.  Smart marketing.  Genius online distribution and content.
  5. 5. How to outsmart the pirates  Owned by SONY pictures.  Screened in US by AMC.  Relegated to Channel 5 in UK.  Loosing viewers and eyeballs to torrents.  Awareness of product huge because of downloads.
  6. 6. What they didn’t do was this… http://theoatmeal.com/comics/game_of_thrones
  7. 7. “ Of all the people in the world who didn’t read my book yesterday… far more didn’t read it because they didn’t know about it than didn’t read it because they somehow got a free copy. ” Cory Doctrow (2013)
  8. 8. They were also open to fan works and adaptations… Lego Breaking Bad Game
  9. 9. Not all theft is bad…  Showrunners of Heroes and Game of Thrones both pleased their shows are most torrented.  It is all a question of drawing in audience and attention.  The skill is then monetizing that attention
  10. 10. Breaking Bad Series 5 Broadcast on AMC on Sunday Evening in US. HD download to iTunes overnight. Next day available as a stream from Netflix. Blue-Ray box set released at end of series.
  11. 11. Breaking Bad goes viral…  Audience and attention went past the tipping point in Season 5.  Live audience increased 5 times in final weeks.  All a question of playing long game.  Audiences can always catch up and don’t have to follow from the beginning.
  12. 12. Part of this was due to Transmedia Marketing AMC have always been very ahead of the curve with their media positioning. Started with a personal video message Save Walter White campaign Better Call Saul website DIGITAL MEDIA CONTENT 12
  13. 13. Criminal Aptitude Test Character Blogs Interactive Graphic Novels Evidence Board Insider Podcast DIGITAL MEDIA CONTENT 13
  14. 14. Story Sync – Season 5 DIGITAL MEDIA CONTENT 14
  15. 15. something immersive  Creation of a storyworld.  An experience that follows you off screen.  A marketing tool.  A money making tool.  A way of challenging audiences and form.
  16. 16. Henry Jenkins saw this coming… … but is his beard as good as mine? Developed the term in 2006 when he looked at programmes like Survivor and the Matrix franchise. Story does not lie in just one space. Simultaneous existence across forms as part of a story world.
  17. 17. Links to articles for this week Student Central has links to articles to read in preparation for next week. Pinterest board for this session Digital Media Pin Board Recommended reading: Frank Rose and Henry Jenkins
  18. 18. Or… a project that is just as relevant TOMY’S TRADE SECRETS  Online video channel  Shop  Forum and advice September 26, 2013 18
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