Discovery Channel – Shark Week viral

Frenzied Waters

Awesome multi-level integrated viral campaign from Discovery Channel for Shark Week ’09. is a well done component of a new viral campaign making the rounds for Discovery Channel’s Shark Week 2009, which begins August 2. There are four floating jars in the sea, two of which you can click on – with dates corresponding to certain historical dates. The third jar is dated 7/20/09, which was not click-able at the time of this writing.

If you click on one of the jars, you are taken to a cinematic of a first-person shark attack, although the violence and gore you would expect isn’t there. It is stylized in such a way only to elude to the fact you are getting attacked without actually forcing it on you.

The fourth jar, labeled “My Story,” brings you to a Facebook app which integrates your profile photo, your occupation, your status updates and generates a story using you as the main character.

In addition to this mysterious website, several ‘care packages’ were sent out to bloggers and entertainment writers nation-wide that contain a frosted glass jar, along with a floating keychain labeled “Discovery Marina – SW09,” a beach closed sign with a phone number to call, an obituary personalized for the specific recipient and several other items.

All-in-all, this is definitely one of the best and most integrated viral’s I have ever seen. If anyone has additional info or knows more about the Frenzied Waters site, please email me or leave a comment below!


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