Aflac, in support of its sponsorship of the Heisman Trophy, is launching a series of four online videos with Heisman Trophy Winner Herschel Walker.
In each video, Walker interacts with or teaches the Aflac Duck about staying in shape and working out. CSE, Aflac’s sports marketing agency, produced the video series.
The first installment, “Speak Duck” launched Dec. 12 during the Heisman Trophy ceremony. The three additional videos are rolling out between now and Jan. 11. “Sit Ups” breaks Dec. 31 during the Goodyear Cotton Playoff Semifinal Game and the Capital One Orange Playoff Semifinal Game. “Push Ups” debuts Jan. 1 during the Rose Bowl Game and ”Treadmill” breaks Jan. 11 during the CFP National Championship.
The videos will be shared on Aflac’s social media channels. Fans of the Aflac Duck (@AflacDuck) on Facebook and Twitter as well as subscribers on Aflac’s YouTube channel will see the videos roll out over the next few weeks.
The vignette series was created as an extension of the Aflac Duck’s recent television commercial “Gym,” says Keith Pellerin, vice president of marketing at Aflac.
“Each was created with the goal of entertaining viewers while simultaneously connecting the gym theme, our Heisman Trophy sponsorship and the Aflac brand icon -- the Aflac Duck,” Pellerin tells Marketing Daily.
The Aflac Duck has a diverse group of social media fans, but data shows that many share an interest in sports -- specifically football, he says.
“This content was developed with those fans in mind, as well as those who simply enjoy seeing the Aflac Duck’s latest adventures,” Pellerin adds.
The vignettes are one element of an integrated marketing campaign developed to support the “Gym” commercial. Other components spanned digital advertising, including a BuzzFeed video, public relations efforts such as an event with Ian Ziering and additional social media content, he says.