​The Writers Guild of America announced its nominations for the year’s top TV series on Thursday, with new series and old favorites (Mad Men) topping the list.

Notably, AMC’s Better Call Saul could be the year’s top drama and top new series with several nods, with The Unbreakable Kimmy Schmidt and summer’s big hit Mr. Robot both getting recognition.

Before the WGA announces final decisions on Feb. 13, 2016, take a look at the stellar marketing behind just a few of these possible award-winners:

Mr. Robot

Brief’s Andrew Greene detailed this summer how USA planned to launch Mr. Robot in the spirit of its hacker characters, complete with festivals and big events like SXSW. Alex Sepiol, USA’s SVP of programming, described the drama as “The Social Network meets Occupy Wall Street,” and the show lived up to its name with a major word-of-mouth campaign and a big social media response.

Better Call Saul

AMC’s spinoff Better Call Saul was counting on Breaking Bad fans to stick around this past February. In the end, Vince Gilligan and Bob Odenkirk made Breaking Bad fans very happy with snippets, short scenes, billboards and character re-introductions leading up to the big day.

The Unbreakable Kimmy Schmidt

Netflix’s main title sequence by Pentagram for The Unbreakable Kimmy Schmidt sent the Internet ablaze earlier this year. The Gregory Brothers remix of a news interview fell perfectly in line with the show’s tone, while also introducing the characters rather succinctly and resulting in plenty “Females are strong as hell” merchandise on Etsy.

Last Man on Earth

Will Forte was a one-man marketing campaign for Fox’s Last Man on Earth earlier this year, his bearded face seen nearly everywhere for awhile. The network teamed with BuzzFeed and Someecards, ran a promotional blitz during Sunday football games and offered up a Twitter contest #LastStuffonEarth for devoted fans.

Saints & Strangers

Nat Geo’s Saints & Strangers was a Thanksgiving event, starring Mad Men’s Vincent Kartheiser as one of the Saints who make the pilgrimage to The New World only to encounter months of moral and survival struggling. The gritty, realistic drama was meant to convey the difficulties of each group involved in the oft-told First Thanksgiving Story. “When you’re dealing with this idea of survival, everything is a bit grey,” said Kevin Bulmer, director, brand strategy and media planning at National Geographic Channel. “There’s no good decision – you’re choosing between terrible and horrible.”

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