olivie strenuous: Align ? Brands that Get It: Discovery Communications

Monday, August 13, 2012

Align ? Brands that Get It: Discovery Communications

Discovery Communications gets It. As the world?s #1 Nonfiction Media Company, they have a lot of brand management to deal with. But let?s talk about what?s most important ? Shark Week. This week celebrates 25 years of the ever so popular Shark Week. So how has the Discovery team continued to excite its fans for a quarter of a century?

Discovery has found a way to create their own tradition by using their content and strategy. It didn?t happen overnight, but through the years Discovery has been able to make something their own and to turn Shark Week into their very own ?holiday.? ?Every year, Shark Week sparks a frenzy of excitement among shark lovers. With this week marking the 25^th anniversary, there is no doubt that Discovery will have an incredible line-up of amazing shows, interviews, and an immense amount of social media interaction to engage its viewers.

Discovery has been able to create a sense of anticipation among fans, gearing them up for the count-down to Shark Week. The Discovery headquarters in Silver Spring, MD, showcases a giant shark named Chompie on the outside of its building two weeks before Shark Week began. This marketing concept gets locals excited and engages them to share photos and stories of Chompie with their family and friends. Nothing like good ?ol word-of-mouth marketing to spark some attention.

Discovery also does a great job of using social media to interest fans. This year, their social media team started contests on Twitter focused on Chompie and Shark Week. These contests engaged fans by getting them to tweet pictures of Chompie in hopes of winning a #ChompieAttack from Discovery, who teamed up with California Tortilla, to offer contest winners a free burrito lunch and other goodies.

It takes some creativity to keep fans coming back year after year with even more excitement than the last. Discovery has done a great job of not only retaining their die-hard shark fans, but also in attracting new audience members to tune-in for the famously themed week.

As Silver Spring neighbors to Discovery, Bates Creative loves the hype surrounding Shark Week, and was thrilled to find ways to creatively participate in their Twitter contest. We even won a #ChompieAttack at our office and got to spend some time with the Discovery team and Chompie Jr.!

Check out the photos we submitted for the contest, as well pics from our surprise attack from Chompie Jr!