The annual week of shark oriented programming at Discovery has been the topic of conversation across the social media landscape. There are blogs aplenty, Twitter hastags and Facebook Fan Pages devoted to the week long event. People are posting, blogging and updating furiously each day. The viral aspect of it are a marketing mavens dream come true.
If only you could generate this much interest in your product, right?
The secret to the Discovery Channel promotional bonanza has less to do with marketing efforts than it does with content. Shark Week has always been a ratings winner for the network. They have seen viewership increase year after year, simply because they shift focus to ferocious sea creatures for a week. They have tied-in their programming with other shows on their network and reached out to network stars and celebrities to self-promote. This has created a “feeding frenzy” of social media marketing, making their show the topic of water cooler conversations across the country, and around the Internets.
It’s Shark Week on Discovery this week – and there were comments aplenty about it on social media on only its first day.
Sunday was the first day of Discovery’s annual week of shark-heavy programming, and its programs dominated Social Guide’s top 10 most commented shows for the week ending July 31.
Four of the week’s top 10 shows were Shark Week programs: Great White Invasion (No. 2), Jaws Comes Home (No. 3), Ultimate Air Jaws (No. 4) and Air Jaws: Sharks of South Africa (No. 7).
The most commented upon show this week was VH1’s Basketball Wives, with an episode where Tami and Meeka’s feud came to a head.
Rounding out the top 10 are: MTV’s Teen Wolf (No. 5), TeenNick’s Kenan & Kel (No. 6), ABC Family’s Pretty Little Liars (No. 8), HBO’s True Blood (No. 9) and VH1’s Single Ladies (No. 10).
The highest-rated network show was ABC’s The Bachelorette at No. 11.
The top-rated show in this week’s network Nielsen ratings was NBC’s America’s Got Talent, which occupied the top two positions with its regular show Tuesday and results show Wednesday.
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