Discovery Channel is bumping up Shark Week programming a month earlier than normal this year, and a number of brands like Coca-Cola, Dunkin' Donuts and Jell-O are churning out clever tweets.
Dunkin' Donuts is known for going all in on Shark Week (last year, it created a shark-themed pastry). This year, the brand is working with Vine stars like Gabe Erwin and Trey Kennedy to make funny, short video clips.
Volkswagen is also sponsoring the week-long TV show with GIFs and videos that promote its SportWagen compact vehicle.
A handful of brands that are not Discovery's ad partners have also jumped in on the fun. Jell-O, for example, posted a 12-second clip of an animated shark biting into a gelatin fish, while Jamba Juice and McDonald's riffed off a popular Jaws movie quote. And Malibu Rum snapped a picture of a shark head made out of a watermelon next to a couple pictures of drinks.
All told, here are 10 examples of #SharkWeek brand marketing: