Taking a page from the show's opening scene, AMC and Cinnabon, Inc. have cooked up a partnership behind the network’s newest drama series, Better Call Saul.
As part of the joint effort, Cinnabon bakeries, one of which Saul Goodman (Bob Odenkirk) is seen working in the opening scene of last night's pilot episode, is hosting a giveaway of a MiniBon at participating U.S. locations Feb. 9 from 5 p.m. to 9 p.m. Moreover, the Cinnabon bakeries will feature Better Call Saul promotional materials, including the show logo and key artwork, through March 3.
Both companies are promoting a Twitter sweepstakes granting the winner a chance to win free Cinnabon for a year. Better Call Saul, a prequel to AMC's Emmy-winning drama Breaking Bad, debuted last night as part of a two-night television premiere event, the second part of which bows tonight at 10 p.m. (ET/PT).From Feb. 9 through March 3, visitors to any Cinnabon location can tweet a “selfie” picture of themselves at Cinnabon using the hashtag #SaulSelfie to enter the sweepstakes. One grand prize winner will win free Cinnabon for one year and three first prize winners will receive a $100 Cinnabon gift card.
Cinnabon was first featured on Breaking Bad’s penultimate episode, “Granite State,” when Saul Goodman contemplated his future and new identity outside of Albuquerque. “If I’m lucky, in a month from now, best-case scenario, I’m managing a Cinnabon in Omaha,” he said.
“Cinnabon is an all-American brand that requires no explaining -- that fact appealed to us greatly. We loved the idea of our Saul Goodman character taking on a secret identity as the manager of a mall bakery, making a delicious product that's well-known to everybody everywhere. And fortunately, the nice folks at Cinnabon allowed us to make that happen,” said Better Call Saul creators and executive producers Vince Gilligan and Peter Gould.
“This has been such a sweet collaboration for AMC and we are thrilled that Cinnabon is working with us to give something special back to the ‘Saul’ fans. Vince and Peter have crafted an incredible and cinematic opening sequence for ‘Saul’s’ first episode and we are so excited to bring even a small part of that to life through this partnership,” said AMC executive vice president of marketing Linda Schupack.
Noted Cinnabon senior vice president of marketing Kristen Hartman: ”Being part of a partnership where each brand has a beloved cult following is tremendous. And it provides an incredible opportunity to connect and share all the new things that are happening at Cinnabon."