Still wondering what’s up with the rubber duck billboards across SC? We have the answer
Have you driven around South Carolina this week and noticed a new look for those duck billboards?
With a basic red background and one yellow rubber duck, the billboards have been spotted across the Palmetto State this month, garnering curiosity from drivers who may have been asking themselves, “What’s with the ducks?”
These billboards were posted by Adams Outdoor Advertising, a company that specializes in “high-impact” billboard campaigns.
Brandie Hayes, general sales manager for Adams Outdoor Florence and Beaufort markets, wrote via email to The Island Packet on Aug. 21, “We’re thrilled to hear the duck campaign is stirring up plenty of curiosity — that’s exactly what we wanted.”
Hayes promised that “the week of August 25th — that’s when the big reveal happens.”
Now, drivers finally have their answer.
So, what’s with the ducks?
On Aug. 28, Melissa Moberg, corporate director of marketing for Adams Outdoor, confirmed what this duck billboard campaign was all about.
“As many guessed, it was indeed a strategic branded promotion campaign designed to bring a little summer smile and demonstrate just how impactful well-executed billboards can be in a market,” Moberg wrote via email to The Island Packet.
This campaign ran across all 18 of the company’s markets, which included South Carolina and other locations like North Carolina, Virginia, Pennsylvania and Wisconsin.
“The ducks were part of a bold, company-wide ‘tease and reveal’ campaign designed to showcase the unique power of outdoor advertising,” the company stated in a release.
While many guessed the billboards were related to Jeeps, Bath & Body Works and more, it looks like the ducks were a new way for Adams Outdoor to advertise their own company.
The company launched a LinkedIn poll two weeks ago, asking voters what they thought the ducks were for.
Given only four answer options: an ad for a new local business, event teaser, art installations or something totally unexpected, 49% of voters opted for the unexpected answer, while others turned to the comments to share their thoughts.
One guesser seems to have nailed the purpose of the campaign, writing in a comment, “I think Adams is marketing itself.”
According to the release from Adams Outdoor, the duck campaign will continue through Oct. 19.
