Winner

A&E – Chia Willie
You know your tchotchke for press kits is a hit when you end up selling thousands of them online to fans of the show. A&E partnered with the company that makes Chia Pet to make a Chia Willie, featuring the long beard of “Duck Dynasty” show star Willie Robertson. The “Pet” was the centerpiece of the press kit, with Willie featured in the original Chia Pet packaging. It ended up generating lots of buzz, particularly on social media, and new publications that did not cover the show in Season 1 wrote about it.
 
Honorable Mentions

A&E – Bates Motel Viewfinder Tease Kit
A&E used the TCA gathering room drop to create buzz for upcoming drama series “Bates Motel,” designing a custom Viewmaster, set in vintage packaging and containing stereoscopic 3D images from the set.
 
The History Channel – Hatfields & McCoys
Its book—split in half for the two feuding families—proved a useful asset for journos given the lengthy cast for the miniseries. A shot-up hat was a nice finishing touch.
 
National Geographic Channel – Doomsday Preppers
To highlight the show and introduce the diverse preppers in the series, the net created a survival box featuring a map of the US with the location of each prepper, a can of beans, can opener, a roll of toilet paper and a dehydrated meal.
 
Ogilvy & Mather New York/Time Warner Cable – Victor Cruz Pro Bowl
Time Warner Cable created a campaign around Giants receiver Victor Cruz’s trick catch videos and mailed out press kits with custom made Velcro covered footballs and gloves with a handwritten message from Cruz, “These should help you catch like me for a while. Check out my videos at #ProbowlCatch.”

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