EXCLUSIVE: As fans of the show and Breaking Bad know, there always been a self-promoting connection between Saul Goodman and billboards. And now AMC’s Better Call Saul is inaugurating its 2015 Emmy efforts with an interactive campaign on and above the streets of the City of Angels.

better call saul billboard 2015 EmmysThe first billboard went up this week outside the Andaz Hotel on Sunset in West Hollywood with more to follow next week. There also will be posters at Metro bus stops throughout Los Angeles. With a play on the usual For Your Consideration phrase, all of the BCS ads also will feature the hashtag #BetterCallSaulFYC as part of an interactive element of the campaign for the Bob Odenkirk-starring BB prequel of a sort created by Vince Gilligan and Peter Gould.

Now if that reminds you of the billboard that went up in Albuquerque last year during the filming of BCS’ first season, you are pulling on the right string. Like that billboard of the ambitious James M. McGill, which had a voicemail response from Odenkirk’s character if you called the number on it, these big boys want to chat – digitally in this case. Starting on May 26, fans who use #BetterCallSaulFYC on Twitter will get an auto response consisting of a specially created image or one-liner from the show — and, of course, this being Emmy season, there will be a FYC kicker.

With HBO Emmy billboards and others already up around LA now, what can we say but let the race begin!