Century 21 has made some big — and obvious — waves with its “Smarter, Bolder, Faster” ad campaign, buying Super Bowl ads and sponsoring an IndyCar, among other notable brand-building exercises.

But in what’s perhaps the smartest and boldest marketing move by the franchisor to date, Century 21 drafted on Sunday’s finale of the hit TV series “Breaking Bad” by placing a fake ad on Craigslist for the New Mexico home of the main character, Walter White (the ad has been removed by Craigslist).

The company also worked with  its social media and public relations agency, Boston-based Mullen, on a related Twitter and Facebook campaign.

“In today’s media environment there’s only so many Super Bowls, only so many opportunities to capture the attention and imagination of a mass audience, and ‘Breaking Bad’s season finale was one of those moments,” Matt Gentile, director of social media for Century 21, told Ad Age. Source: adage.com

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