Creating a Destination

Shark Week fin-atics don’t like missing any of the action, so we created a unique hub dedicated to Discovery Channel’s key partners. Shark Week highlights and clips built excitement around the forthcoming programming priorities by offering visitors a sneak peak into the latest season. The site also gave fans an opportunity to win thematic prizing through the Shark N’ Awe Sweepstakes, including a chance to sail the high seas with a cruise from Princess Cruises.

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Getting Photosharked

Shark Week fans are always looking for new content to satiate their Great White-sized appetites for this pop culture event. To engage this loyal fan base, spread awareness and promote tune-in we developed a unique opportunity for viewers to share their excitement surrounding Shark Week by generating that content themselves. Fans upload an image and pick from a gallery of awe-inspired overlays to take their image to Megalodon proportions! They could then share their Photosharked images on social media to expand the reach of the campaign.

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Reeling in Retail

Engaging Discovery Channel’s distribution partners at the retail level allowed us to deliver a creative solution that would put an underwater spin on basic customer activities carried out in store . A select number of retail locations were provided with branded tackle boxes, which included Shark Week-themed items like temporary tattoos, shark fin hats, signage and window clings that helped to bring Shark N’ Awe to life.

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