Sony Pictures Television was looking for an attention-grabbing, newsworthy social activation for AMC’s Better Call Saul in the week prior to the finale of Season 2, just in time for “Be Kind to Lawyers Day”—drawing fans to the final episode and driving buzz around the show. What better way of getting the word out about Saul’s services than a social meme generator laying out the user’s crime and the defense’s plea?
With just a week from kick-off to launch, we built TimeToCallSaul.com, where users provided quick info on their offense and uploaded a photo. The generator did the rest, producing a hilarious crime on a customized piece of shareable content. The results were incredible. In only one day it received nearly 50,000 unique visitors.