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 d�cor.

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