Best Tv Rich Media Online Campaign

Our goal with Season 3 of Duck Dynasty was to seize on the fast-growing fan base and celebrate their love for the Robertsons’ world.
To celebrate the community’s increasingly intense fervor, we decided to deck out the entire cast in our trademarked duck camouflage, from floor-to-ceiling and head-to-toe. Handcrafted clothes, hats, and bandannas were all tailored with the duck camouflage and color-matched to the décor.

In our key art, the four Robertson men stroke their trademark beards in a callback to the previous season’s mantra, “The Beards are Back,” while also serving to play up their quirky personalities. The tagline, “The Quack Pack is Back” emphasized the unity of the Robertson clan.

For our MSN takeover, under the tagline “The Quack Pack is Back”, shadows covered the four Robertson men as Phil reached through the darkness for a lamp that brought the “Quack Pack” into light, decked out from floor-to-ceiling and head-to-toe in our trademarked duck camo pattern. The sudden appearance in the dark suggested the upcoming, much-anticipated reveal of the season 3 premiere looming excitedly on the horizon. Our Pandora takeover embraced the same notion, revealing the brothers not from darkness, but under a flock of camouflage birds flying over them, again decked out from head to toe in duck-patterned camouflage.

We utilized green screen technology to enable the Robertson men to be fully animated and feel live within the space. While green screen is not a new technology, it is rarely used in the digital display environment, showing A&E is always willing to go the extra mile with our online creative.

The Season 3 tune-in, highlighted by the digital units, became the single highest telecast in network history at 8.6 million total viewers and it was the #1 telecast among A18-49 on all of television, beating Modern Family and American Idol.

Contributors:

A&E

Location: USA