How Mullen Brought Century 21 Into the 21st Century With Fun, Fast Social Ads

'Their little mad scientists'


IDEA: Days before the Breaking Bad finale last fall, a curious home for sale popped up on Craigslist. "3BR/2BA Albuquerque ranch is fit for a king," it read. "Great local schools with dedicated teachers who take an interest in students. … First-rate area camping and RV spots."

There it was in the photo, unnamed but unmistakable: Walter White's house, with a Century 21 logo next to it.

A delightfully devious little ad, it was Mullen's first big success doing social creative for the real-estate company.

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