Thursday, August 11 2022

Discovery Channel’s Shark Week has attracted a school of free sponsors, to accompany a number of marketers who return to the delicious, accordion-winning annual event at Warner Bros. Media.

New Shark Week advertisers include Airbnb, Morey’s, Nautica, PNC Bank, Red Robin Gourmet Burgers and Brews and SportsClips.

The new advertisers join returning sponsors GEICO, Gorilla Clue, the Jeep brand, Wayfair and Sonic Drive-In.

This year, Shark Week offers cross-platform sponsorship opportunities such as social media campaigns on Instagram, TikTok and Twitter Amplify, as well as on-air elements that include custom thumbnails, tagged tunes, billboards and in-program messages. On Discovery Plus, Shark Week offers paused ads to advertisers.

“Shark Week’s programming keeps viewers coming back year after year, while providing our customers with sponsorship opportunities across linear and digital platforms that reach their target consumers where and when they view content,” said Scott Kohn, vice -Executive President, Advertising Sales, at Warner Bros. Discovery. “We partner with our clients to tailor impactful advertising opportunities based on their overall marketing objectives, and this unique offering has helped us generate impressive interest in 2023 sponsorships ahead of the first Shark Week 2022.”

Also: Shark Week will feature the ‘Impassable Jokers’ guys

Many advertisers offer personalized promotions designed to give their Shark Week sponsorships more pizzazz.

For example, Sonic Drive-Ins will be back with its Shark Week Slush, a big hit last year. The special concoction will be available at participating Sonic stores through July 31.

“Sonic is excited to bring back our Shark Week Slush for the second consecutive summer and help fans take a bigger bite – or sip – of Shark Week,” said Mackenzie Gibson, Vice President of Culinary Innovation. and menus at Sonic. “By layering our Tropical Blue Coconut Slush with juicy real strawberries and shark gummies, our culinary team has created a flavorful and visually thrilling treat that will mentally transport guests to their favorite oceanside destination. Just be sure to watch out for sharks before you dive!”

Shark Week Jelly

Shark Week Slush (Image credit: inspired brands)

Sonic donates a portion of the proceeds from its beverage sales to support local public schools through Limeades for Learning.

Jeep will hold a Shark Week raffle. The grand prize is a shark diving trip for two from Islander Charters and $20,000 cash. Fans can enter through August 12 at Shareweek.com/sweeps.

Shark Week has been a pop culture phenomenon for 34 years. For the first time, Shark Week has an emcee with Dwayne “The Rock” Johnson stepping into the ring.

Shark Week 2022 features 25 hours of programming that begins July 24 and takes viewers to new places, from Exuma Island in the Bahamas to Papua New Guinea.

Programming will highlight innovative technologies and research in exciting new series and specials, new species and never-before-seen footage of walking sharks and other predators captured on camera by field crews.

With the formation of Warner Bros. Discovery, TBS, TNT, truTV, Food Network, HGTV, CNN, Cartoon Network, Adult Swim, Animal Planet, Science Channel, ID, OWN, TCM, Discovery Plus and HBO Max are all involved in Shark Week.■

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