A&E is promoting its reality show Duck Dynasty with a Twitter-based game, Virtual Duck, to engage the audience. In a campaign devised by R/GA, viewers are encouraged to follow six Twitter handles associated with Duck Dynasty. Whenever a #QUACK is tweeted or appears on-air during the show, participants have to answer with a #DUCK immediately. They can also tweet if they see a duck appear on-screen. The first responder wins prizes.
In addition, during tonight's premiere of the show, a social response lab will engage Duck Dynasty fans on Twitter, Instagram and Facebook. It will create customized Duck Dynasty imagery featuring the user combined with characters and elements of the show for fans using the hashtags #JointheDynasty and #DuckDynasty.