For one week every year, marketers turn into predators, and this year might be the most dangerous yet. I'm talking about Discovery Channel's Shark Week, which was moved up a month this year, likely in an effort to garner more advertising attention by shifting out of the doldrums of vacation-laden August, and capitalize on the post-4th of July summer momentum.
28 years in the making, Shark Week has morphed from a slightly obscure cult favorite to the television event of the summer. Last year, Shark Week drew 29 millions viewers, 10 million Facebook interactions, and it was the most-watched programming among the coveted 18-49 age demographic, the majority of those being women. And this year, marketers are scrambling for chum.
Volkswagen is back as sponsor this year, touting the new golf as a misunderstood shark, and Billy Idol sings the anthem. Coincidentally, Jaws celebrates it's 40th anniversary this year, giving marketers even more of a reason to tap sharks for seasonal branding opportunities.
Shark Week still strikes that curious balance between tongue-in-cheek self-parody and mainstream entertainment, and it's interesting to see how brands toe the line and poke a little fun. This year, the tweets have been creative and offbeat. Some of my favorites include Dunkin' Donuts collaboration with Vine stars Gabe Erwin and Trey Kennedy, Jamba Juice's Jaws nod, and Coca-Cola's irresistibly simple take. Here are some more highlights:
When you steal your friend's @DunkinDonuts because you're too pumped for #SharkWeek #ad https://t.co/4X4yJQEgmD
- Gabe Erwin (@gabe) July 4, 2015
We're going to need a bigger blender. #SharkWeek pic.twitter.com/N6E1IEAQQG
- Jamba Juice (@JambaJuice) July 5, 2015
It can weigh 4,000 pounds or more. Is it a Golf SportWagen or a shark? Visit http://t.co/LcjYWwEhfE. #VW #SharkWeek pic.twitter.com/rQdfrJUl04
- Volkswagen USA (@VW) July 6, 2015
Giving sharks a new reason to show off all those pearly whites. #SharkWeek #SharkSmile https://t.co/TwloeVq9g1
- Coca-Cola (@CocaCola) July 5, 2015
Enough #SharkWeek. It's time to give the Internet what it really wants. All kittens, all the time. #KittenWeek pic.twitter.com/dEs12pgMyK
- Tidy Cats (@TidyCats) July 6, 2015
Watch out! #sharkweek pic.twitter.com/zYP2nlUBVn
- Red Bull (@redbull) July 6, 2015
Just when you thought it was safe to go back into the fryer. #SharkWeek pic.twitter.com/QYYSzB48GE
- McDonald's (@McDonalds) July 5, 2015
#SharkWeek's here and @KatyPerry shark phone cases are coming to Claire's! Keep an eye out they'll get snapped up! pic.twitter.com/VZYCSKHGvT
- Claire's Accessories (@ClairesEurope) July 5, 2015
Truly the most powerful predator in the ocean. #SharkWeek pic.twitter.com/PxFTxUCzW8
- refinery29 (@Refinery29) July 6, 2015
By land or by sea, #REDDS is always ripe for the picking. #SharkWeek https://t.co/OgigodIItF
- REDD'S® Apple Ale (@ReddsAppleAle) July 6, 2015
Sharketing 101: Create a killer marketing strategy and devour your competition. http://t.co/MyqtU5upFb #SharkWeek pic.twitter.com/ng2bA4Cy1P
- Salesforce (@salesforce) July 6, 2015