Discovery Channel Uses Social Media as Shark Week Bait

By David Cohen Comment

Just when you thought it was safe to use social media … Shark Week will take a bite out of Discovery Channel the week of July 31, and Twitter, Facebook, YouTube, GetGlue, and the iPhone and iPad are being used for bait.

Mashable reported that the cable network will run a trivia content on its @SharkWeek Twitter account, with a Discovery representative saying last year’s programming stunt drew 91,000 Shark Week-related tweets.

The top 16 videos from a contest that ran June 13-July 1 will compete in a bracket on the Shark Week site, building off last year’s Shark Week Video Challenge on YouTube, according to Mashable.

The network is also preparing a Shark Week Live iPhone and iPad app that will combine Shark Week-related Facebook and Twitter conversation with extras including behind-the-scenes photos, Mashable reported.

Entertainment-based social network GetGlue is in the mix with a sticker campaign based on the programming stunt, according to Mashable, and comedian and Saturday Night Live star Andy Samberg will serve as “chief shark officer” for Discovery’s promotional efforts, including a Shark City show.