Full disclosure: I’m only in season three of Breaking Bad.
There are a few times in a company’s existence – if any – where the stars align just so, inviting the pearly gates of content marketing heaven to thrust open and outpour a surge of selling genius upon those who lie in waiting. This doesn’t happen often; however, the rare – and extremely profitable – occurrence came to fruition for one very lucky Omaha, Neb.-based Cinnabon.
That’s right – the sickeningly sweet treat that all of us hate to admit we eat when we stop at the mall (don’t deny it) has hit the content marketing jackpot thanks to an offhand mention on AMC’s critically-acclaimed crime drama series, Breaking Bad.
The mention? Saul Goodman – the seedy, criminal lawyer introduced in season two – tells the show’s main character Walter White during the show’s gripping, second-to-last episode ever, “If I’m lucky, in a month from now, best-case scenario, I’m managing a Cinnabon in Omaha.”
Long story short: It didn’t take long for a Cinnabon employee to pull the proper strings and capitalize on product placement. According to The Consumerist:
A spokesperson for the company that owns these Cinnabons in Omaha contacted us [Consumerist] to confirm that the signs are real and were approved by Cinnabon corporate. ‘Since we work quite closely with the folks at Cinnabon, I can assure you that they… gave their permission and blessing for us to create and post the banners,’ a rep for the company tells Consumerist in an e-mail.
And, of course, the company sent out a cute, quippy tweet the night the episode aired:
The moral of today’s story? If a TV show mentions your brand in any way, shape or form (especially a show whose series finale garnered over 10 million viewers) you jump into the content marketing goldmine and chip away.
Now, I’ll get back to seeing what Walter White and Co. are up to.