Best Tv Rich Media Online Ad

Duck Dynasty is the most successful non-fiction series on cable, so we looked to get its current fan based energized for the season 4 return as well as find new potential viewers. We needed a creative tagline that would instantly be understood and enjoyed by the Duck Dynasty fans as well as intrigue the general population.

As the new season was set to premiere during the summer, we wanted to focus the creative towards the American spirit felt around July 4th and feature the cast as American icons. For the key art, we updated our trademarked duck camo colors to red, white and blue and utilized existing photography to create a layout featuring all four Robertson men creating a visual American flag. The tagline “It’s a Duck Nation” implied that the Duck Dynasty world has now fully infiltrated all of America.

Taking over the Funny or Die homepage with a custom roadblock, we flew our camo birds over the top of the page in the leaderboard, and the Robertson men appeared to be looking for those ducks in the sync’d 300X250 unit. The unit then resolves to our key art and tune in information, with CTAs leading to a sneak peak of the new season.

We utilized green screen technology to enable the Robertsons 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 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.

Contributors:

A&E

Location: USA