Finding the right partner is critical, so when Id Software was looking for a way to promote their new game, Rage, we went hunting for the perfect platform. That search led us to the award-winning TV show, Breaking Bad, which we identified as a great match with Rage's target audience and offered incredible long-term reach.

We worked our magic and arranged for Rage to be written into the script and be displayed in three episodes, including this full length scene where Aaron Paul plays the game while hallucinating. The deep integration into the show ensured maximum exposure and engagement at the time. And, even better, it ensures the campaign will live forever inside of the TV show and continue to perform as new viewers discover or rewatch the show on broadcast, DVDs, or online.

We supported this epic exposure with a full media campaign designed to surround the audience at every touch point. During the campaign, we delivered 51 million impressions across media, social, outdoor, and print.