Supplemental insurance company Aflac's infamous spokesduck has had an unfortunate accident that has left him in the hospital with injuries to his beak and wing. That's according to Aflac's latest promo, which debuted on TV during the BCS National Championship game on January 7.
The campaign began with a commercial in which a doctor discusses an undisclosed accident that has caused the Aflac Duck to be hospitalized.
As a result, the campaign also features an interactive social component that enables consumers to send virtual get well cards to the Aflac Duck via the Duck's Facebook page or GetWellDuck.com.
In order to send a card, users simply choose a background, choose an image and select a message like, "Hope you're back on your (webbed) feet soon." They can also add a personal message and share it on the Duck's page and their own Facebook profiles.
In the first two and a half days of the promotion, the Aflac Duck received more than 4,050 cards.
"Facebook posts are showing that the public has a deep concern for the Duck's recovery as well," says Jon Sullivan, manager of corporate communications at Aflac.
The point of the campaign is to provide a view of the value of Aflac from a policyholder's perspective, he adds. That includes how Aflac's insurance policies can help protect families against unexpected setbacks.
"The GetWellDuck card generator was created as an extension of the TV spot, which provides interactive engagement with the consumer," Sullivan says. "We want to engage consumers with our brand in a lighthearted way that will help us deliver a serious message about the value of Aflac."
Aflac targets men and women ages 25 to 54.
"We believe that the GetWellDuck card activation will engage a wide spectrum...including parents, Millennials, etc.," Sullivans says.
Campaign promotion includes a series of television ads, mobile display banners, search for mobile and creative optimized for the card generator.
It also includes social media activations.
On January 7, @AflacDuck tweeted, "Wanted to let y'all know that I'm hurt, but I'm OK. I have a broken beak & lacerated wing. County Hospital is taking good care of me though."
@AflacDuck's Twitter profile photo and header image have been updated to reflect his injuries. The header also features a get well card.
@AflacDuck has 18,000 followers on Twitter. @Aflac has 750.
In addition, the Duck has shared a photo of his hospital bracelet on Facebook.
The Aflac Duck has 348,000 fans on Facebook. Sullivan says that's an increase of over 1,100 likes since the campaign launched.
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
March 19, 2014