STUCK AT HOME, STUCK AT PROM
In its 20th anniversary year, the Duck® brand Stuck at Prom® Scholarship Contest faced an unpredictable obstacle... a year without proms. Rather than cancel, Falls and the Duck brand team needed to make strategic changes to the contest to appeal to homebound students now stuck at home.
News cycles were focused heavily on COVID, and people were feeling afraid and disconnected at home, looking for a welcome distraction. Millions of Americans faced financial insecurity. Teens, anxious about missing important experiences and an uncertain future, needed an opportunity to flex their creativity and individuality. And the media were searching for something positive to cover.
Falls advised Duck brand on a strategy for pivoting contest messaging. We focused on promoting changes to the contest rules and positioning Stuck at Prom® as a unique scholarship opportunity to tackle while social distancing at home. Falls also offered guidance to finalists on self-promotion and media relations and looked to ways to highlight the talented students and their duct tape designs.