CEO Guide to Widgets

Bad Chemistry

AMC Entertainment
Breaking Bad: Chemical Codebreaker
Peak installs: 7,700
Began generating traffic: Dec. 28, 2007

AMC's new acclaimed drama Breaking Bad is about a chemistry teacher played by actor Bryan Cranston (shown here) who breaks into the crystal meth business. The Facebook ad, a game that tests knowledge of chemistry elements, flopped. At its peak, in January, 2008, the ad garnered only 586 daily active users. That dropped to 65 by Feb. 11.

Weaver: "I really love this show. But let's say I'm a high school student who's hopped onto Facebook after getting home from school. What's the last thing I want to think about? A chem quiz! Beautifully executed Flash piece that requires too much thinking, provides too little reward."