Last November, the project won the top honors in the Entertainment category of the British Interactive Media Association (BIMA) Awards, where Ralph's "Project Despereaux Adventure" for NBC Universal was also shortlisted.
The 14th Annual Webby Awards received nearly 10,000 entries from all 50 states and more than 60 countries. Official Honoree distinction is awarded to the top 15% of all work entered that exhibits remarkable achievement.
First launched last February and still available at www.waltswarning.com, the "Walt's Warning" project instantly began generating buzz for the debut of the second season of "Breaking Bad" two weeks later. According to Jay Armitage, Ralph's CEO and account director, the site attracted more than 100,000 visitors within its first week, who spent an average of 6.5 minutes on the site.
"Walt's Warning" was also the first project where Ralph incorporated Facebook Connect, and since then, the agency has been added to Facebook's Preferred Developer Consultant Program. Their most recent project involving innovative use of Facebook Connect is www.iwillkickass.com, produced for Lionsgate's "Kick-Ass."
"Sony Pictures has been a fantastic client for us, and the awards recognition for our efforts is very rewarding," Armitage said.
"The team at Sony really allows us to do our thing, while always pushing us from a technology point of view. We have an excellent working relationship with them, and we'll have more fantastic projects to share very soon." At Waltswarning.com, visitors discover first-hand what it is like to be at the sharp end of the wrath of "Breaking Bad" lead character Walt White, played by Emmy-Award winning actor Bryan Cranston. After Walt catches them snooping around in the desert, visitors' interactions bring about unique consequences, personalized based upon their input and Facebook Connect.
"Our first integration of Facebook Connect was very successful in allowing site visitors to customize the 'Walt's Warning' video for their friends and share their experiences," said Chris Hassell, Ralph's creative director.
"For the content itself, we wrote, directed, shot, and edited an online video experience putting visitors face-to-face with Walt in a dramatic, personal confrontation that feels very authentic. We're very encouraged by the client and industry feedback we're receiving for creating engaging content like this, which has a point and gets fans involved by emotionally connecting with them and their friends."
More information on "Breaking Bad" is available here.
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