Creating ducking
good content
Clusterduck is a game about making the craziest possible ducks, pitting them against other mutant ducks, and occasionally sacrificing your feathered fowls to the omnipotent duck gods who live in a giant hole. Feel free to read that again if you need to. The marketing for Clusterduck is an ongoing effort, with only one rule: there are no rules. The less an idea makes sense, the more it makes sense for us to use in our ducking good campaign content. Recently we’ve been harnessing the madness in a more focused campaign called Clusterduck Presents, which aims to highlight the sheer variety and breadth of ducks and themed content constantly being added to the game. If you notice familiar elements of old school cartoons seeping into our content, have a look to see where I began my career.
Clusterduck Presents: Walking the Canard Carpet is the first entry of the campaign, focusing in on our “Meet the Stars” duck group. We decided to lean heavily into the vanity and fickleness that overwhelms America’s Hollywood culture, at a time where said culture is certainly in the spotlight.
The content is solely social and digital, with placements on Discord, TikTok, Facebook & Instagram.
The response to the first entry in the campaign was overwhelmingly positive, with many members of the Clusterduck community sharing and engaging with the content. Our twisted take on real-world events & relevant concepts was resonating with the audience and they wanted more; so we delivered.
Clusterduck Presents: Fiesta Fowl Play, is our third and most recent entry into the campaign (though there are many more in the pipeline). For this piece, we decided to play more directly into the idea of celebrating diversity and coincided it with the real-world cultural celebration Hispanic Heritage Month. Working alongside our sister studio in Medellin, we developed an idea that balanced culturally appropriate representation, whilst maintaining our zany & chaotic identity.
In this instalment we leaned a little harder into our old school cartoon reference, playing with the idea of extreme (but slightly less grotesque) close-ups featured in the likes of Ren & Stimpy and Courage the Cowardly Dog. This content resonated even more with our audience, and they resonated especially with the unexpected twists and turns we were experimenting with. So onwards we pushed.
Clusterduck Presents: Chari-ducks of Fire, our second entry into the campaign, coincided with the Olympic Games (or “Summer Games” if we’re being brand friendly). We took inspiration from some of the more traditional events at the games (but kicked ourselves after seeing Raygun’s performance right after this content launch) and playedwith the idea of a living, breathing (well, mostly) Rube Goldberg machine.
