When oceanic imagery is already built into your brand name—as with, say, Tide—you probably don't have to worry about jumping the Shark Week.
And yet marketers of the Procter & Gamble brand wouldn't be doing their jobs if they didn't take full advantage of the decades-old cultural phenomenon that is Discovery Channel's Shark Week. And Tide is not alone—Volkswagen and The Weather Channel are other brands fishing for engagement via the social site.
Tide bought Promoted Tweets to push its animated Vine under the tagline "We get out blood, too." TWC is promoting its coverage of hurricane season via Twitter, as well as a 15-second YouTube video. Meanwhile, VW is using multiple creative executions—among them, purchasing the term Shark Week in Promoted Tweets.
Shark Week, entering its 26th season on Discovery, has over the years generated massive buzz via social media, definitely becoming a "thing" in pop culture. Tonight is the premiere of Shark Week, and it's already trending on Twitter.
Here, a few examples of brands surfing the wave.