Social Game Day Play
How we created a realtime game commentary based on the product
Challenge
When the Oregon Ducks play the Ohio State Buckeyes in the NCAA Championship Game, a brand based in Ohio that has a Duck as their mascot has to become a part of the real-time conversation. Brunner worked with Duck Tape to bring the game to life using their iconic product.
Insights
Duck Tape didn’t intend to align with the CFP Championship, but once the Oregon Ducks were in, Brunner knew we needed to take advantage of this unique name coincidence.
Strategy
We built a stadium using all Duck Brand products and in just 5 days, we executed a creative concept that leveraged real-time marketing via Duck’s presence on Vine, Instagram, Twitter, and Facebook.
Brunner created a library of more than 25 6-second stop-motion Vine clips made from Duck Tape. The clips recreated important plays from the game using tape rolls on a field made of green tape; touchdowns, field goals, fumbles, halftime blimp, and even a Championship Trophy! For all the game’s big plays, Brunner then tweeted and posted the “instant replay” Vine videos accompanied by a play-by-play commentary.
Results
- 3M+ organic social media impressions in 48 hours
- 1.25M+ loops (views) on Vine
- 85K+ impressions on Twitter
- 225K+ impressions on Facebook
- 8K+ impressions on Instagram
- 1 of 4 brands acknowledged by Ad Week as owning real-time marketing tied to the CFP Championship Game
