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.”
