Aflac Duck Enters World of Social Media Marketing


The Aflac Duck’s journey through dealing with an unexpected injury (which began in January) enters a new phase April 1 with a new ad, called Physical Therapy, and a coordinated social media campaign. The Physical Therapy ad will highlight how his Aflac policies have enabled the Duck to focus on the gains of recovery, because he knows that Aflac helps protect him from the financial pain that an unexpected injury or illness can cause.

The new ad depicts the Aflac Duck and his highly motivational therapist working out in the gym to help the Duck recover from a lengthy hospital stay. But the campaign is not just limited to television spots.

The company is also launching the latest social media integrations for consumers to participate in the campaign. Beginning April 1, the Aflac Duck’s Facebook page will offer games like caption contests and special “workouts” of the week. The page will also offer weekly clues to unlock a new microsite at ducktherapy.com. This site will contain additional content, including entertaining and shareable videos, images and the 60 second version of Physical Therapy, which will run only once during NBC’s The Voice, and then be available online. Content for the online programs will be updated weekly.

“This integrated campaign is reaching our core audiences in a fun, yet serious way, demonstrating why Aflac policies are a vital part of any financial plan. The Aflac Duck and our brand is not an image, it is an experience. Physical Therapy and this interactive social integration are reminding consumers why they fell in love with the Aflac Duck more than ten years ago and why Aflac remains a household name.”

G2Market Inside Scoop: Getting noticed and engaging the audience are two keys to successful content marketing that Aflac is leveraging to make its multi-channel campaign a success. Since Aflac launched the campaign in January, nearly 35,000 people have sent the company’s duck a “get well” card – and thousands more have checked out the Aflac.com site. Expensive TV ads aside, many companies can use a wide variety of techniques – including social media – to morph their brands from an image to an experience.

(For additional information contact: Aflac, 706-596-3493, www.aflac.com.)

- Jack Bradman
Sr. Client Partner, G2Market