Though Lush has a history of partnering with nonprofits and

How Marketers Chum for Consumers During ‘Shark Week’

piumini moncler uomo Over the past 27 years, Discovery’s “Shark Week” has grown from advice moncler outlet a curiosity into the ultimate summer TV pop culture phenomenon, becoming a magnet for marketers in the process. They’re drawn to its enviable number of eyeballs: Last year’s incarnation was watched by an average of 2.1 million viewers in prime time, with moncler bambino outlet 29 million people tuning in to the network at some point to sample programming. It was also the most watched programming among 18 to 49 year olds for the week, beating out all of broadcast and cable at the time. It also drove more than 10 million moncler saldi outlet interactions on Facebook. piumini moncler uomo

piumini moncler outlet But it’s also still enough of a curiosity that marketers take it as an moncler outlet opportunity to try similarly unusual tie ins, whether at stores or in real time on Twitter as the programming unfolds. piumini moncler outlet

piumini moncler saldi As a first time sponsor, Dunkin’ Donuts is doing a few conventional things a limited edition donut that looks like a life preserver, a temporary logo with moncler donna a bite out of it, a social media sweepstakes but it’s also trying out a second screen experience via Xbox. Viewers who watch “Shark Week” through their XBox One can open a live feed of “Shark Week” content, designed by Dunkin’ agency of record Hill Holliday, including quizzes and real time polls. Dunkin’ hopes it helps keep its brand in front of viewers far longer than a 30 second spot would. piumini moncler saldi

moncler outlet trebaseleghe Lush avoided the wrath of shark fans by using this week to highlight the enduring piumini moncler outlet problem of finning, a hunting practice that’s reduced the global shark population by 90%. Lush partnered with a nonprofit called United Conservationists on a campaign that includes a PSA that will air 15 times over the course of “Shark Week,” a first for the conscious moncler saldi uomo cosmetics brand, and the release piumini moncler scontatissimi of a limited edition specialty “shark fin” soap whose sales revenues go toward United Conservationists. Though Lush has a history of partnering with nonprofits and raising money for environmental and animal rights causes, the campaign reaches a bigger scale than they’ve achieved before. moncler outlet trebaseleghe

moncler outlet serravalle “It’s such a bigger audience than we could reach through our stores and our social media,” said Mandy Kirschner, a publicist Lush. “For outlet moncler them to help spread the message is great.” moncler outlet serravalle

moncler donna The effort was noted approvingly on Twitter: moncler donna

outlet moncler Perhaps the most disastrous tie in took place north of the border, where a bit more consumer skepticism is apparently in order. piumini moncler uomo “Shark moncler outlet serravalle Week” is a big deal in Canada too, so for the first time Discovery Canada decided to roll out some of its own content. Presenting sponsor Nissan and Discovery Canada co owner Bell Media, in conjunction with OMD and TBWA, created an integrated, interactive campaign that centered around the question of whether sharks could survive in the Great Lakes. outlet moncler

moncler saldi outlet The campaign had it all: a homepage filled with exclusive digital content, a variety of interstitial cuts moncler bambino saldi starring Canadian TV star Teddy Wilson and a documentary, “In Search moncler outlet online shop of Canada’s Rogue Shark,” promoted by the Nissan Rogue (natch). It also, unfortunately, featured a moncler outlet online uomo YouTube video that purportedly showed sharks swimming in Lake Ontario. The clip moncler saldi created such a panic that Ontario’s Minister of Natural Resources was forced to reassure the public that there were no sharks living in the lake. moncler saldi outlet

moncler outlet online uomo For its third consecutive partnership with “Shark Week,” but first as a presenting sponsor, Volkswagen is aiming to capitalize on a series of TV spots to promote the 2015 Golf TDI Clean Diesel and will release moncler outlet trebaseleghe three short form videos featuring the cast of Discovery’s survivor based series “Dude, You’re Screwed.” moncler outlet online uomo

moncler saldi uomo A Volkswagen “Shark Week” site will also invite visitors to scroll through a 567 mile long website, a reference to piumini moncler the highway miles the car can achieve on one tank of diesel; look out for sharks during a loop of the animals; and “swim” through underwater footage using a piumini moncler saldi webcam moncler uomo moncler saldi uomo.

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