It’s hard to top the now classic “Snuffy the Seal” campaign, but Discovery raised the bar when it “saved” Snuffy from the belly of the CG shark that started it all and then got Rob Lowe to take viewers on the ultimate shark joyride. Throw in some key cable buys, including Sharknado 2, digital buys, People Mag and out-of-home, along with a Southwest sweepstakes, a custom Shark week sundae and ice cream cupcake and in-store signage at all Cold Stone Creameries, in-store signage at all Great Clips, a Shark Week/Great Clips NASCAR car and the first-ever 2-day Finfest consumer event with a surprise Jimmy Buffet concert in Hermosa Beach, CA—and you’ve got a “So Sharky” campaign that prompted 42 million people to turn this into the highest-rated Shark Week in history. Not bad. Not bad at all.

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