Use multimedia assets to promote Duck Dynasty endorsement.
Clayton Homes wanted to increase interaction, social and traditional media attention around the Duck Dynasty endorsement.
Multimedia campaign delivered journalistic-style content directly to consumers.
Fletcher developed a marketingpr campaign utilizing a national platform with a blend of digital, social and traditional media. The campaign maximized use of existing assets to target specific interest groups and allowed for updates to localized content. “Miss Kay’s Kitchen” and the “Si-Pad” were utilized to reach lifestyle influencers.
Cost-per-impression was 80% less than traditional pay-per-click spend.
The overall impact on the campaign was multi-tiered, including embedded content supporting local home centers, amplified website and social media interaction and multi-media player views.