SUBSCRIPTION ONLY Experiential Marketing How Shark Week Continues to Make a Big Marketing Splash Year After Year Shark Week has evolved from just programming into a cultural event over the last four decades Shark Week installation outside San Diego Comic-Con. Courtesy of Discovery Channel By Bill Bradley --> Listen up, marketing sharks, because Shark Week has a fin-tastic business plan to keep fans interested even after nearly four decades.
Started on the Discovery Channel in 1988, Shark Week has expanded far beyond TV screens into real-life activations and partnerships that keep fans engaged, whether that’s driving long distances for a limited-edition Shark Week Slusher at Dave’s Hot Chicken or becoming a go-to photo op outside this year’s San Diego Comic-Con.
“The foundation of success has been staying true to Shark Week’s core mission—celebrating these amazing creatures,” Josh Kovolenko, svp, marketing, Discovery Channel, told ADWEEK. “That is a fundamental guide to everything we do.”
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Bill Bradley is Adweek's deputy TV, Media and Sports editor.
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