Objectives:

• Engage consumers in target affiliate markets in the Shark Week franchise through an interactive online game while simultaneously offering local ad sales opportunities in the top 10 DMA’s and building Discovery Channel’s loyalist database.

Tactics:

• A dual-faceted sweepstakes and instant-win game micro site captured consumer attention and created stickiness. A grand prize seven-day trip to the Galapagos was the main attraction while 250 Shark Week premiums kept consumers engaged with the franchise.

Results:

• Over 114K+ sweepstakes entries were received during the five week promotional window and over 223K+ Shark Week Bites Back BINGO game plays created the stickiness desired. 30% of entrants opted into the Discovery Channel database over-delivering on expected opt-ins.

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