By coincidence, Cinnabon struck up a partnership with AMC’s “Better Call Saul” – the much-anticipated prequel to “Breaking Bad”.
But by design, Cinnabon is capitalizing on the show integration to drive consumer engagement in stores and online. From 5-9 pm tonight, every one of its 704 stores will give guests a free mini-bon packaged in a custom “Saul”-themed wrapper. And online, consumers who upload a selfie from the store and add the hashtag #SaulSelfie are entered to win a year’s supply of Cinnabon. It’s a simple promotion that checks all the right boxes: taps into selfie and second-screen culture, while driving store traffic and product purchase. Ahh, the sweet smell of success!