Dunkin Donuts Launches ‘Shark Week’ Selfie Campaign
Take a bite out of a breakfast sandwich for a chance to win prizes
Each year The Discovery Channel holds “Shark Week,” a week-long series of programming about sharks. Originally designed to educate and build awareness and respect for sharks, the event is now in its 27th year. While fan favorites like ‘Shark After Dark’ and ‘I Escaped Jaws’ will be returning, this year Shark Week has made an interesting partnership and collaborated on a campaign that utilizes social media.
In honor of Shark Week, the Discovery Channel has teamed up with Dunkin Donuts and launched a Facebook, Instagram, and Twitter campaign. People are asked to take a selfie while biting into their favorite Dunkin Donuts breakfast sandwich, and upload it with #DDSharkWeek. Participants gain the chance to win their photos shared on both ‘Shark After Dark’ and the Dunkin Donuts billboard in Times Square, a shark week prize pack, and a $100 Dunkin Donuts gift card.
Shark Week has a history of innovative campaigns, including Shark Week 2000 when six million 3D pulfrich glasses were handed out to viewers in the U.S. and Canada for special segments and Shark Week 2010, when a giant inflatable shark named Chompie was attached to the Discovery Channel building. This is also not the first time Shark Week has employed social media, as in its 2012 iteration, viewers were encouraged to vote which item a mechanical shark would crush in its jaws via Twitter or Facebook. This year’s focus on the selfie, however, not only allows participants to put more of them selves into the campaign, but also shows both Dunkin Donuts and the Discovery Channel recognize the cultural significance of the selfie.
Shark Week 2014 kicks off August 10 at 8pm, and will feature 13 shark-specific shows. For those of you who can’t wait that long to get your shark fix, Sharknado 2 has just been released.
[h/t] Discovery Channel