Duck Dynasty had a strong and growing presence in social media. Our Season 2 campaign aimed to give audiences a chance to connect directly with the Robertson family and become the #1 most talked about show on Facebook in 2012. Our campaign began with our first ever Google+ hangout, identifying six superfans and providing them a once in a lifetime opportunity to virtually “hangout" with the Robertsons. We launched Jointhedynasty.com, allowing fans to tweet why they deserved to be an honorary member of the family and flying the winner to LA for the ultimate Robertson-for-a-day experience. A “virtual duck" call was put together on Twitter, which was the first time that the social platform had been “gamified." We offered free rides in tricked-out camo limos around New York for social savvy fans that tweeted #DuckMyRide. We implemented our first ever LIVE social response lab, pinpointing uber fans, pulling their photo from Twitter and seamlessly integrating them into key art.Our overall campaign drove tune-in and grew ratings from the Duck Dynasty Season 1 finale, engaging fans in a new and unexpected ways. Duck Dynasty was the #1 show across cable and #2 cable and broadband combined, following The X Factor, in terms of social rank. We generated over 250,000 social interactions during the broadcast, second only to the X Factor, which is a record high for A&E. #DuckDynasty, #Duck, and #JohnLuke trended consistently throughout the night. @DuckDynastyAE grew over 25,000 followers in one night. Our Facebook community grew by almost 100,000 fans in 24 hours. Duck Dynasty broke it’s season one premiere rating with 2.4 million (A25-54) and was the number one telecast on Wednesday nights for three consecutive weeks (excluding sports and news). On Facebook, Duck Dynasty closed out the 2012 year as they #1 most talked about show. The December Season 2 finale brought in a rating of 3.8 million (A25-54), setting a new record for A&E.
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