Travelocity’s Shark Week Tracker Is Already Generating Social Buzz

Tidy Cats, Redd's Apple Ale, Target also run promos

Headshot of Lauren Johnson

Big-name brands are champing at the bit to jump into the social conversation around Discovery's annual Shark Week event, with some names like Travelocity already seeing some promising results.

Travel brands Travelocity and Priceline both ran Promoted Tweets yesterday to kick up their shark-themed content. While both companies played up image-heavy posts, Travelocity’s ad buy is a bit more intriguing.

The Southlake, Texas-based travel site worked with McKinney to set up a microsite HowFarAmIFromSharksRightNow that is promoted through its @RoamingGnome Twitter account. The site uses a consumer’s location to map out how far away they are from beaches where sharks have been spotted in the past six months. By 11 a.m. on Monday, the site and tweets generated more than 32,000 visits and 261,300 impressions. The tweets promoting the effort have roughly a 16.25 percent engagement rate, which measures retweets, clicks and favorites.

Meanwhile, other brands played up Shark Week content to generate buzz directly on Twitter. Some marketers like Southern Comfort posted head-scratching tweets, other names like Redd’s Apple Ale won with creative that played up blood themes similar to Tide’s effort last year.

So far, the bulk of brands’ social chatter appears to have been planned before the actual programming started.

Dunkin’ Donuts, for example, has partnered with the network with a campaign that includes a social media selfie contest.

Tidy Cats is choosing to take a stand against Shark Week with an effort dubbed Kitten Week intended to divert this week’s attention from sharks to cats.

While these brands were quick to jump in on Shark Week, there is still plenty of time for marketers to get in on the week-long programming stunt that enjoys a cult-like following.

Check out the Shark Week tweets below.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.