News

Shark Week: They’re going to need a bigger boat

A tried-and-true brand like Discovery's annual Shark Week begins to take on a life of its own. And so, the broadcaster has to go above and beyond when positioning it in order to make sure it maintains momentum with viewers. To ensure the sharks still made a splash, Discovery pulled out all the stops this summer for the event's 20th anniversary by using special online games and a bombardment of inventive outdoor marketing.

October 1, 2007

A tried-and-true brand like Discovery's annual Shark Week begins to take on a life of its own. And so, the broadcaster has to go above and beyond when positioning it in order to make sure it maintains momentum with viewers. To ensure the sharks still made a splash, Discovery pulled out all the stops this summer for the event's 20th anniversary by using special online games and a bombardment of inventive outdoor marketing.