Hasta La Creative!

Dressed in camouflage and headbands, a crew of 25 social-media managers, strategists, graphic designers and copywriters, were glued to their computers Wednesday night with one goal in mind: get A&E Network’s “Duck Dynasty” trending.

Season three of the reality series, which follows the wealthy Robertson family, a gang of Louisiana duck-call makers, premiered last night. A&E was ready to capitalize on the massive growth of the series, which brought in 6.5 million viewers during its season-two finale.

The momentum is nothing to dismiss. With consumers bombarded by a dizzying array of video-entertainment options in these days of Netflix, VOD and iPads, communicating with die-hard aficionados of specific programs and getting them to spread buzz about their favorite is of critical importance to TV networks and production studios. To make these connections stick, more marketers and media outlets are experimenting with so-called “real-time marketing.”

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