Since 1987, Discovery Channel has had an entire week of shark related documentaries, known simply as Shark Week. Since its popularity has been on the increase ever since, the Discovery Channel confronts every year with a problem : how to use all the attention to its advantage. This year, they’ve used social media to its fullest, with different campaigns on different websites, connecting with their viewers on multiple platforms- making it a social media success story.
Shark Week by Discovery Channel
The first thing that the TV channel did was to begin promoting shark week ahead of time, starting June 23rd. They launched a video with Snuffy the Seal, that took social media by storm. You can watch the 30 second video below.
Snuffy even has its own Facebook and Twitter account! On Twitter, Snuffy made a huge splash! Discovery Channel has shown on this platform just how effective can be listening to your audience. Even though they had created some hashtags, it’s inevitable that the fans create their own. The social media managers excelled at keeping up with the fans and monitoring their tweets. Because most fans tweet about TV while watching it, the Discovery Channel responded, re-tweeted and favorited during a Shark Week programme. What’s more, they interacted with their followers quickly turning them into brand advocates.
On Facebook, each night the fans got to vote each night for Sharkzilla’s food choice of the day- the viewers get to choose the food and watch the winner eaten two hours later. They really managed to get the fans to respond and become engaged.
Discovery Channel also used Google+ to promote Shark Week, by hosting a underwater Hangout at the National Aquarium in Baltimore on August 4th. Shark experts and fans had the chance of discussing about their favorite fish in a live conversation, which was later included into the premiere of Shark after Dark.
All in all, Discovery Channel managed to use social media to its full advantage, creating hype and excitement around Shark Week. Are you a fan of the Discovery Channel?
References: spiral16.com, savvypanda.com
Photo Source: pinterest.com