Shark Week, the once a year TV week long event that is all about sharks. Created by Tom Golden who worked at Discovery Channel, in 1988, the week long feature is devoted to the conservation and correction of misconceptions about sharks. Over time, the week long special got popular and became a hit. It is broadcast in over 72 countries and is heavily promoted by social networks.
When it comes to sharks, they have a pretty bad reputation thanks to all the stories and stereotypes. Sharks have been labeled as dangerous, vicious killers that attack all, but in most cases, sharks are the victim. Millions are killed every year due to the supply demand of shark fin soups, which increases illegal fishing and hunting, decreasing the shark populations worldwide.
Here are the two most common
myths associated with sharks:
Myth #1: Sharks are man eaters and often attack people
Point and case, they don’t. You’re more likely to be struck by lightning than attacked by a shark. Humans are not a part of a shark's diet, and the only reason these accidents occur is that sharks are hunting for prey very similar in size to humans, like seals or dolphins, but most sharks only eat fish or squid or clams.
Myth #2: Sharks
aren’t important
Sharks play an important role in marine life and help to balance the food chains. They help populations stay healthy by preying on the weaker prey in species.
Shark week provides us with new content every year, and you would think that almost 30 years later we would know at least enough for the special to lose so much popularity and hype, but it’s still not enough. Each year the program gains more and more popularity due to the amazing work of its marketing and PR team. The week long television special teaches us more than just crazy shark facts, it also carries important PR lessons that people should know.
What makes Shark Week so successful?
Knowing Your Audience
Shark Week has many dedicated fans, and the annual event gathers the attention of millions of people. Discovery Channel knows that their audience is within a certain age range and rather than trying to appeal to everybody, which is an awfully big challenge that many consumers and companies try to do, they partner with relevant brands and promotions appealing to the age range.
Getting Your Audience Involved
Shark Week generates over 3 million interactions on their opening nights with the obvious hashtag #SharkWeek trending all over the world wide. The Shark Week PR team spends the whole week before and during asking viewers questions, engaging with the fans, and responding to their viewer's questions.
Having New Material
Discovery Channel has produced many special programs and specials that go deep into myths and legends such as Megalodon, Sharkageddon, and Sharkzilla. Every year when Shark Week airs, new material is shown, and we get a chance to learn more about sharks as well as seeing interesting such as Michael Phelps racing a simulated Great White, the big kick off to this year’s Shark Week.
Perception
People consider sharks to be highly deadly, and this fear is exactly what generates the high numbers of viewers. Shark Week proves time and time again that the reality of the situation doesn’t always matter when the audience already has a certain perception. Using the perception their audience has, they can cater to that fear and show programs involving deadly shark scenarios as well as scenes showing shark interactions which often contain sharks preying on fish and seals.
This year’s Shark Week runs from July 23rd through July 29th on the Discovery Channel and is filled with all sorts of programs and showings like Phelps VS. Shark, Return To The Isle Of Jaws, Devil Sharks, Sharkmania, Shark School With Michaels Phelps.
Marketing 101
w/ Sharks
What makes Shark Week so successful?
Knowing Your Audience
Shark Week has many dedicated fans, and the annual event gathers the attention of millions of people. Discovery Channel knows that their audience is within a certain age range and rather than trying to appeal to everybody, which is an awfully big challenge that many consumers and companies try to do, they partner with relevant brands and promotions appealing to the age range.
Getting Your Audience Involved
Shark Week generates over 3 million interactions on their opening nights with the obvious hashtag #SharkWeek trending all over the world wide. The Shark Week PR team spends the whole week before and during asking viewers questions, engaging with the fans, and responding to their viewer's questions.
Having New Material
Discovery Channel has produced many special programs and specials that go deep into myths and legends such as Megalodon, Sharkageddon, and Sharkzilla. Every year when Shark Week airs, new material is shown, and we get a chance to learn more about sharks as well as seeing interesting such as Michael Phelps racing a simulated Great White, the big kick off to this year’s Shark Week.
Perception
People consider sharks to be highly deadly, and this fear is exactly what generates the high numbers of viewers. Shark Week proves time and time again that the reality of the situation doesn’t always matter when the audience already has a certain perception. Using the perception their audience has, they can cater to that fear and show programs involving deadly shark scenarios as well as scenes showing shark interactions which often contain sharks preying on fish and seals.
This year’s Shark Week runs from July 23rd through July 29th on the Discovery Channel and is filled with all sorts of programs and showings like Phelps VS. Shark, Return To The Isle Of Jaws, Devil Sharks, Sharkmania, Shark School With Michaels Phelps.