Discovery pulls no punches when it comes to its annual tentpole broadcast event Shark Week. This year its partnership efforts were legion. In addition to a promotional toolkit that included all the marketing necessities, select affiliates received a Shark Week event-in-a-box package, leading to affiliate events at aquariums and water parks. Partnerships with Comcast, COX, Dish Network, Spectrum and Altice Optimum led to bus tours, cross-promotions, VOD packages, and sweepstakes. The result? Discovery’s domestic distribution has reaches approximately 173 million subscribers across various platforms.