Non-traditional Marketing: Discovery Channel's Shark Week

The Discovery Channel always finds extremely creative ways to promote Shark Week with non-traditional marketing campaigns. Last year, bloggers were sent unmarked boxes filled with clues to a Shark Attack Mystery. Participants were sent shark bitten shorts and beach washed messages with specific coordinates to visit. And as a Summer norm, the Discovery Channel building has recently been converted into a giant inflatable Shark. The Discovery Channel's Shark Week will soon be launched over this Summer's airwaves come August 1st.
[via tvbythenumbers and adrants]