A select few social media luminaries have received an intriguing promo pack from the clever people at Discovery Channel.
Shark Week is now a well established programming feature. The challenge was to re-energise a firm favourite with new creative and to utilize social media to build awareness and interest for the 20th anniversary (20 years of Shark Week says a lot in itself!)
Here it is:
1) White paper card with faux handwritten note:
“This jar holds a story, the story of a single tragic incident that needs to be unlocked. Dive in, investigate the evidence and discover what lies beneath the surface of http://www.frenziedwaters.com”.
2) Glass jar, rusted metal lid, covered with salt as if it spent time in the ocean.
3) Key float with an oxidized copper key. Float reads “Discovery Marina, SW09″ [i.e. Shark Week, ’09]
4) Tiny fake newspaper clipping referring to a shark attack
5) Fake shark tooth, attached by wire to an oxidized copper rectangle with the URL www.frenziedwaters.com inscribed on it.
Plus some post shark attack shorts and a beach warning sign.
If you go to the URL there are four jars floating in the ocean, one is clickable that will put a Frenzied Waters link on your Facebook page (clever). Two are dated with notable shark attacks. Clicking on them reveals a remarkable piece of production. Disturbing and chilling. www.frenziedwaters.com
A lot of effort in other words. And worth it. Even an established and perhaps predictable piece of programming can receive an injection of energy from good creative thinking.
I hope the programming lives up to the promise.