Bite into Discovery’s Shark Week Guerrilla Marketing
On the famous beaches in Sydney, Australia, Discovery Channel teamed up with expert advertisers to create a jaw-dropping display for the casual beach bum. The team scattered surfboards with the “Shark Week” ad across the beaches. But these aren’t just any surfboards, they have a shark-like bite taken out of them.
“Shark Week” is a weeklong television event hosted on the Discovery Channel in which they play movies, documentaries, and specials all about sharks. This event has become a pop-culture hit and even other channels like Sci-Fi have started similar events.
Individuals were seen picking up the boards, examining them, and taking a moment to contemplate whether or not they should dip back into the water.
The advertisement is an awesome example of how guerrilla marketing uniquely plays to the instinctual reactions of humans. While some ads focus on giving the audience a reaction of lust, want, or desire for a product, this particular example uses fear and shock to warrant a reaction.
