To promote the fourth season of Duck Dynasty, we looked to engage our rabid fanbase and get them excited for new episodes. We launched the �Endless Quack� within A&E�s Duck Dynasty home page. We set up an ongoing countdown clock and asked our fans to tweet #Duck Dynasty. Every tweet added 1 second to the call clock, with the goal of generating the longest duck call in history. We pulled in the latest tweets and showcased them at the bottom of the page. As an added humor component, fans unlocked a �completed milestones� section, indicating the duck call was played longer than it took for the Duck Dynasty cast to complete activities (ie �Uncle Si to nap� or �Willie to quit his diet.�)
Currently on its 96th day, our Endless Quack project leveraged the Duck Nation and helped to continually promote the show throughout the entire fourth season (and beyond). While the clock lives on our site, it is powered by Twitter, creating a successful partnership between our two companies. A&E�s Duck Dynasty at 10p was the most social program of the night on cable and overall with 352,759 total comments and a 53% share of TV buzz. The season 4 premiere was cable�s #1 nonfiction series telecast of all time among total viewers and A25-54. It was #1 on all of television on Wednesday night with 11.8M total viewers and 6.3M A18-49 and A25-54.
