To promote Duck Dynasty, a reality TV series about a Redneck family with a passion for duck hunting, A&E gamified Twitter in the simplest way possible by launching ‘The Virtual Duck Call’ – the first ‘duck hunt’ game on Twitter. To start the game, A&E sent out a #QUACK tweet to the Duck Dynasty Twitter followers. The first person to respond #DUCK, or rather the first duck to respond to our duck call, won one of many prizes offered by A&E. The campaign was supported by a Social Response Lab, where Social Media experts scoured the web for the best and fastest tweeters and rewarded those enthusiastic responders with personalized Duck Dynasty content. ‘The Virtual Duck Call’ started to show its effect right from the start, getting over 21,000 mentions and over 44,000 New Twitter Followers on the launch day alone. But it also helped bring #DUCKDYNASTY under the Top 5 trending topics on Twitter for the first time, and generated more than 4.56 million media impressions in just a few weeks.THE PROBLEM: Duck Dynasty, a TV show about a family of duck-hunting Louisiana Rednecks, needed to find a way to expand its audience and make the upcoming second season the most talked-about show on the Social web. THE IDEA: With the start of the season A&E gamified Twitter in the simplest way possible and launched ‘The Virtual Duck Call’ – the first ‘duck hunt’ game on Twitter. This addictive social game built on the existing Social Media platform Twitter and entertained loyal fans, as well as fans-to-be. HOW IT WORKS: To start the game, A&E sent out a #QUACK tweet to all the Twitter followers of the show. The first person to respond #DUCK, or rather the first duck to respond to our duck call, won one of many prizes offered by A&E. A&E also set-up the Duck Dynasty Social Response Lab, where Social Media experts scoured the web for the best and fastest tweeters and rewarded those enthusiastic responders with personalized Duck Dynasty content. THE RESULTS: The Virtual Duck Call started to show its effect right from the start and garnered over 21,000 mentions and over 44,000 New Twitter Followers on launch day alone. It also helped bring #DUCKDYNASTY under the Top 5 trending topics on Twitter for the first time, and generated more than 4.56 million media impressions for the weeks following the premiere making the show an unprecedented success within its category. Or as Entertainment Weekly more eloquently said, Duck Dynasty “shattered records" beating all of broadcast in the adult demo Wednesday evening.
