Long John Silver’s Dives Into ‘Shark Week’ Promo

Fast-fish chain Long John Silver’s has inked a deal with Discovery.com, buying banners and skyscrapers on the Discovery Channel’s dedicated Shark Week microsite.

Ads for the Louisville-based chain will go live today (July 15) and will remain up on the Shark Week site through August 31. Long John Silver’s is leveraging the buy as a means to raise awareness of its new 99-cent Baja Fish Tacos product.

In addition to the banners, Long John Silver’s assume ownership of the online “Sharkrunners” game, which allows users to virtually track and observe sharks in their natural habitat. Moreover, the restaurant’s branding will be incorporated into shark-related content housed on the Discovery-owned site HowStuffWorks.com.

The buy was handled by Long John Silver’s agency of record, Empower MediaMarketing, which assumed all national media buying duties for the brand in January 2009. (Empower had managed the chain’s media planning since 1998, and handled local buys.)  

“Long John Silver’s partnership with Discovery.com is a unique opportunity to organically marry two brands with strong commitments to quality,” said LJS senior marketing director John Villanueva, by way of announcing the deal. “It’s a playful, creative fit.”

The deal marks Long John Silver’s first standalone buy on Discovery.com. Shark Week airs August 2-8 on Discovery Channel.

Nielsen Business Media