Discovery Channel has been demonstrating its experiential marketing prowess again
– this time with its first ever Fin Fest, promoting 2014’s iteration of Shark Week.
Shark Week, which has just headed into its 27th year, was brought to life with an experiential shark-themed fest which took place on Hermosa Beach in Los Angeles. 
A larger-than-life mechanical shark that chomped on everything from Jet Skis to surfboards wowed the crowds. And as well as watching it chow down on a variety of transportation methods, attendees could engage with the shark on a digital level, by voting on social media for items they would like to see it destroy. Over 800 people participated in the Facebook poll on the Sunday alone (and the poor kayak was the “winner”).
Six musical acts, including Jimmy Buffett who revised the words to his “Fins” number, performed on a stage designed to resemble a shark’s mouth. Buffett’s set drew in 15,000 spectators.
Six musical acts, including Jimmy Buffett who revised the words to his “Fins” number, performed on a stage designed to resemble a shark’s mouth. Buffett’s set drew in 15,000 spectators.
At Fin Fest, the Discovery Channel put on some seriously impressive brand experiences that well exceeded the standard branded assets – and evidently drew in ample crowds.
Do it like they do on The Discovery Channel, indeed.
Talking of sharks, did you see this animatronic killer shark stunt by Syfy?