Cannes Lions

SOCIAL RESPONSE LAB

A&E TELEVISION, New York / A & E TELEVISION NETWORKS / 2013

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Case Film
Presentation Image

Overview

Entries

Credits

Overview

Execution

To expand Duck Dynasty’s vocal twitter following, we first had to engage with people socially. For the past two seasons, we hunkered down in a war room and interacted with fans every single Wednesday night. From gamifying Twitter to creating unique pieces of shareable content, everyone got a country treat.

Our social media response lab scoured the web all season long for the best fan tweets and quickest responses. By culling and rewarding the best content, the lab worked towards the goal of trending as much as possible – to put Duck Dynasty on the map for potential fans.

Outcome

With an over reach of 156,797,674 impressions, Duck Dynasty became the most talked about show on the web. A dozen hashtags trended globally and a high of 10,000 tweets were sent per minute.

Die-hard fans even changed their Twitter profile picture to custom content we sent them. And Duck Dynasty gained over 600,000 Twitter followers throughout the campaign.

Through the power of our social response lab, a TV show that was once niche now has mass appreciation.

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