Shark Week is transporting viewers to the open waters, including a custom shark emoji on Twitter. When fans use #SharkWeek in their tweets throughout the week (which started on Sunday), they will trigger a special shark emoji that will attach to the tweet itself.
"Shark Week is a huge cultural TV moment, which means it's also a big moment on Twitter," Andrew Adashek, Head of TV at Twitter told Found remote. "We worked with Discovery to create a custom Twitter emoji that rewards the Shark Week fan community with something special when they Tweet using the official hashtag.”
As a large driver of conversation, #SharkWeek drives and curates the buzz before, during and after the programming. Last year, over 352,000 Tweets were sent about Shark Week programming during the television event, leading to over 26.7 million Twitter TV impressions and earning Discovery the #1 spot in Nielsen Twitter TV Ratings Daily Top 5 list on four of the eight airing days.
In addition to the shark happenings on Twitter, Discovery took the creatures of the deep blue sea and brought the experience to both VR and 360 video through the Discovery VR apps for iOS, Android, Oculus Rift and Samsung Gear VR, powered by Oculus, and on Shark Week’s Facebook page.
“Shark Week is the biggest television event of the year, and we are excited to add virtual and augmented reality to the frenzy this year,” said Nathan Brown, SVP of Development & Operations for Discovery Digital Networks & Discovery VR at Discovery Communications in a statement. “With more than 800,000 downloads and 50 million views across Discovery VR, there clearly is a great appetite for engaging, quality content.”