Discovery Channel’s Shark Week had bite
Discovery Networks Asia-Pacific (DNAP) in Australia, together with long time creative agency Jack Watts Currie, Sydney, developed an ambush website to celebrate the 2009 return of Discovery Channel’s Shark Week which kicked off on December 7.
Using a social media strategy, on Friday December 4 people were sent a message warning them about hundreds of sharks spotted at Bondi Beach via satellite by the Australian Coastal Watch. Once at the faux Australian Coastal Watch website, users are then instructed to zoom in on the Google map to view the sharks in closer detail. After several clicks, they are ambushed by a sudden full-screen video of a shark coming towards them, simulating an attack. This viral idea takes advantage of Discovery Channel’s curious audience to full effect with a local concept to deliver relevance to the Australian/New Zealand audience.
With the beginning of summer and the Bondi to Bronte race over thatweekend, Discovery Channel and Jack Watts Currie agreed that there wasno better time to launch the Shark Week stunt.
Says RobCurrie, managing director at Jack Watts Currie: “There have beenbrilliant results – a zero dollar seeding strategy has led to over600.000 unique visitors in less than 2 weeks. The viral reached anincredible 200 countries in this short space of time. We’re proud todemonstrate that even through an 11 year relationship with Discovery weare more enthusiastic about the brand than ever.
MandyPattinson, senior vice president and general manager, Australia and NewZealand, DNAP said: “We are absolutely thrilled at the response toAustralia and New Zealand’s first-ever viral campaign. Shark Week isthe longest running TV special in subscription television history andto be able to reach new audiences to drive them to tune in to discovermore about these magnificent animals is brilliant. In a world wheresocial media campaigns are fast becoming a crucial tool in creatingbrand ‘talkability’, we look forward to conducting further strategiesin the near future.”
Credits to: Amy Massey, SeniorMarketing Manager, Australia & New Zealand, DNAP; Strategy andCreative developed at Jack Watts Currie by Helen Luong, Anton Posa;Digital production by Visiontech Digital.
10 Comments
Great idea guys, this thing has gone gangbusters.
They sent it to four people?
Wow.
That’s huge.
Really awesome idea.
I wont lie, I did scream and yelp a little- totally caught out.
clean pants please
This was great, totally fell for it and squealed like a little beatch in the middle of the creative dept. Fucken sharks, scary brutes.
I admit I fell off my chair aty work – than sent it out to the remainder of the office – you could hear the screams all afternoon….not to mention the abusive emails back.
Brilliantly simple and a great fit for Shark Week. Bravo JWC.
Fuck off.
Stop peddling this Hollywood cliche of how scary we are – we are law abiding citizens of the deep scared shitless of you ‘humans’ with nets that slaughter us in millions every week.
So you people read the blurb, clinked on the link, and still got scared?
You people are stupid.
It was sent round last week 6.39.
Tell your boss at Dunkin Donuts you need email.