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A&E Duck Dynasty @ Daytona 500/Speedweeks Activation Recap

A&E Duck Dynasty @ Daytona 500/Speedweeks Activation Recap. Daytona International Speedway, Daytona Beach, FL February 21-24, 2013. Objective. Drive tune-in to the February 27 th Season 3 Premiere of A&E’s Duck Dynasty. Strategy.

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A&E Duck Dynasty @ Daytona 500/Speedweeks Activation Recap

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  1. A&E Duck Dynasty@ Daytona 500/SpeedweeksActivation Recap Daytona International Speedway, Daytona Beach, FL February 21-24, 2013

  2. Objective Drive tune-in to the February 27th Season 3 Premiere of A&E’s Duck Dynasty

  3. Strategy • Engage Daytona race-fan consumers with unique, bespoke activations at Daytona International Speedway (DIS), utilizing all locations and opportunities afforded by A&E’s DIS Speedweeks sponsorship • Elevate A&E’s Duck Dynasty presence above the noise of a sponsorship and marketer-heavy NASCAR environment • Synergistically leverage multiple activation locations to drive repeated engagement with consumers by actively directing them from one touchpoint to the next, while still maximizing overall impressions • Utilize series talent on-site for official DIS program integration and additional press opportunities • Develop and position activations to receive organic and guerilla media impressions • Present A&E Duck Dynasty as authentically invested in the NASCAR culture, securing the trust of the passionate, but fickle, race-fan community

  4. Concept Overview Midway Duck Dynasty 500 Tricycle Race Create a high-energy, buzz-worthy activation to maximize 1) consumer interaction, 2) social media engagement, and 3) impressions in A&E’s most accessible, unticketed activation site Sprint FanZone Duck Pond Fishing Game Drive secondary, repeat interactions at ticketed, more exclusive activation site; distribute desirable, higher-value premiums via a carnival-style game to consumers guaranteed to remain at DIS for many hours each day Lake LloydDouble-Decker Boat Rides Create a unique, highly visible spectacle by dropping a fully wrapped and branded double-decker houseboat into DIS’s Lake Lloyd for the first time in Speedway history; offer rides as consumer prizing, and provide hospitality and entertainment for A&E executives and regional affiliate, Bright House Networks Daytona 500 ClubVIP and Affiliate Hospitality Leverage access to DIS’s premier hospitality facility for entertainment of A&E executives, series talent, and Bright House Networks

  5. Activation Layout Double-Decker Boat Rides and Branded Dock Daytona 500 Club Victory Lane Hospitality Suite Duck Dynasty 500 Adult Tricycle Races Duck Dynasty S3 Grandstand Banner Branded Duck Pond Fishing Game

  6. Activation Timeline Season opener of B-level NASCAR Nationwide Series Activated 9:30a – 11:00p Estimated Attendance 80K+ February 23 Qualifying races for upcoming Daytona 500 Activated 8:30a – 6:00p Estimated Attendance 20K February 21 February 24 The “Super Bowl” of American stock car racing Activated 8:00a – 5:00p Estimated Attendance 200K+ February 22 Fan-favorite, nighttime pickup truck race Activated 8:30a – 4:30p Estimated Attendance 40K

  7. Time-trials on Robertson family themed, custom adult tricycles Consumers chose from six designs of adult-size tricycles, each built to evoke the personality of a Duck Dynasty cast member (Willie, Korie, Miss Kay, Si, Phil, Jase) 250’ Duck Dynasty-themed racing loop with tire and hay bale obstacles, camo netting, and a 19-foot television screen with live HD feeds of the track below Brand ambassadors awarded prizes including infield tickets, double-decker boat rides, and a custom tricycle of the overall winner’s choosing A&E created one of the most visible, talked-about, and repeatedly attended marketing activations of Speedweeks and the Daytona 500 Duck Dynasty 500 Premiums distributed: 6,500+ Participant signups: 1,039 Midway impressions: 235,000 Prepared by Civic Entertainment Group 7

  8. Twitter-based signup, social content feed, and big-screen digital leaderboard Digital queue and leaderboard to manage the line and provide additional dynamic content for the 19 foot screen Consumers signed up to participate by tweeting “#iwannarace” at the @DuckDynasty500 account on Twitter or registered with a staffer via iPad Giant screen rotated through live track footage, “due up” list from the queue, rider leaderboard, series clips, custom Duck Dynasty 500 graphics, and trike-racing photos from the @DuckDynasty500 Instagram account Duck Dynasty 500 Prepared by Civic Entertainment Group 8

  9. Duck Dynasty 500 Prepared by Civic Entertainment Group 9

  10. Duck Pond Fishing Game Carnival-style fishing pond where consumers fish for prize-yielding rubber duckies Camo net covered duck pond filled with 150 branded, rubber duckie mallards; pond featured lifelike plants, mosses, lilly pads, and flowing water Consumers “fished” for rubber duckies, each with a prize indicated on its underside. Low/mid-tier prizes ranged from branded bumper stickers and stadium cups to seat cushions and sunglasses High-value prizes included Willie Robertson chia pets and rides on the Duck Dynasty double-decker boat Consumers returned to the activation each day for a chance to snag the most desirable duckies Premiums distributed: 4,800 Participants: 5,000+ FanZone impressions: 15,000 Prepared by Civic Entertainment Group 10

  11. Duck Pond Fishing Game Premiums and Prizing Bag Cup Poster Bumper Sticker Coozie Chia Pet Stadium Cushion Sunglasses S1 DVD Duck Call Prepared by Civic Entertainment Group 11

  12. Duck Pond Fishing Game Prepared by Civic Entertainment Group 12

  13. Double-Decker Boat • Fully branded double-decker boat with high demand, never-before-seen race views • Duck Dynasty-branded, double-decker houseboat provided race fans with views of all four speedway turns from the center of Lake Lloyd (first time in DIS history that this type of sponsorship occurred on Lake Lloyd) • A&E hosted private, catered VIP bass fishing cruises with series talent (“Fishing with the Robertsons”) for regional distribution partner, Bright House Networks • Duck Dynasty Double-Decker Boat Rides awarded as top-tier prizing for consumers at the Duck Dynasty 500 trike track and Duck Pond Fishing Game • Boat’s branded canopy visible from aerial cameras and 100,000+ backstretch and grandstand seats Boat rides: 800 Infield impressions: 320,000

  14. Double-Decker Boat Prepared by Civic Entertainment Group 14

  15. Hospitality • A&E executives, talent, and special guests treated to prime track views in a private suite located directly above the finish line • Suite package included Sprint FanZone garage access, full bar and catering, additional seating in the Gatorade Victory Lane bleachers, and additional interaction with NASCAR drivers

  16. Talent Involvement • Pre-Race Stage talent introduction • Ride-along in Daytona 500 Honorary Race Official Lead Car • Participation in Pre-Race Meeting • Press interview in DIS Media Center • Meet-and-greet with SC driver Kevin Harvick • Participation in “You Make the Call” fan interaction via track-wide Sprint Vision screens • Numerous additional talent interviews, appearances, and autograph signings Prepared by Civic Entertainment Group 16

  17. Press Prepared by Civic Entertainment Group 17

  18. 185,000+ Facebook interactions Social Buzz “Daytona 500 and Duck Dynasty boat ride in one day? OMG! Can you say, ‘now that's a good time and that's a fact jack!’ whoooohoooo! happy, happy, happy.” “we saw this show for the first time last night, it was hilarious!” @williebosshog you never know who you will see at the #DAYTONA 500 #duck dynasty — @elbrocks “I just hope Si wasn't allowed to drive a lap around the racetrack.” “Oh I'm so going to the midway!” Very cool start to the day! RT @agurtis: Quack quack. Duck Dynasty houseboat on Lake Lloyd at #DAYTONA — @Ryan_Tolley “Really enjoyed the ride on the Duck Dynasty Boat at the beginning of the Daytona 500 race, it was so awesome..couldn't believe I hooked the right Duck ..this made my fiancé Michael Elmore’s first ever NASCAR race even better as we are in Florida @ Mayo Clinic awaiting his Heart Transplant .We can't wait for your new season to start. TY DUCK DYNASTY YOU ARE AWESOME !!!!” “WE WERE THERE!!!!!!!!!” “yet another southern, redneck, real life moment that millions are made from.” #Daytona@misssprintcup turns into MissSprintDuck for Duck Dynasty #NASCAR — @DNewtonESPN “mind=blown”

  19. Premiere Results The Duck Dynasty Season 3 premiere set all-time records for A&E, edging broadcast juggernauts Modern Family and American Idol to rank as the night’s #1 telecast on all of television among adults 18-49 • Duck Dynasty‘s 10pm telecast posted 4.995 million adults 18-49 in Live+ same day • A&E was the No.1 TV network in the 10pm hour among 18-49 and 25-54 • The 10pm episode drew 8.6 million total viewers, 5 million adults 18-49 and 5 million adults 25-54 • For the hour, the episodes averaged 8.6 million total viewers, 5 million adults 18-49, and 4.9 million adults 25-54; overall, the premiere was up by 132% in total viewers, 127% in 18-49, and 117% in 25-54 compared with the Season 2 bow

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