DISCOVERY NETWORK

Digital

Fresh off the wave of their highest rated Shark Week ever, Discovery Channel was facing a somewhat familiar challenge—how to leverage that momentum and stay at the top of the food chain. To engage consumers, drive local ad sales and encourage activation across key distribution partners, we needed to feed viewers’ voracious appetite for unique Shark Week related content. By leveraging the inherent campiness of the 2016 Shark N’ Awe campaign and embracing fans’ craving for content, we created an immersive promotional program designed to turn summer’s hottest week of television into a social sensation.