Wait, What? There Are Sharks in Lake Ontario? Viral Video for Discovery’s SHARK WEEK Marketing Campaign Proves Canadians Can’t W

— July 16, 2014

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TORONTO (July 16, 2014)– It’s O.K., Canada.Summer swimming activities can resume as normal. Discovery wants to quell theconcerns of Canadians everywhere and reveal that the widely-circulated video of a shark swimming in LakeOntario is, in fact, not a real shark. The video of the incrediblylife-like prosthetic model shark is the first stage of a multi-level marketingcampaign tied to the channel’s iconic summer event, SHARK WEEK.  Nissan is thepresenting sponsor of SHARK WEEK 2014, a blockbuster summer event thatoffers the ideal promotional platform for the company’s Nissan Rogue brand.Released on YouTubelast Friday, the video has since gone viral, capturing more than 220,000– andclimbing.



“InSearch of Canada’s Rogue Shark” videogoes viral… SHARK WEEK is coming, Aug. 10-16 on Discovery

The campaign was developed for Nissan by Bell Media’s Brand Partnership team and in collaboration with Nissan’s marketing partners, OMD and TBWA. Dubbed “In Search of Canada’s Rogue Shark,” it covers the rugged Canadian terrain – in a Nissan Rogue, of course -- from the Pacific to the Atlantic, from the Bay of Fundy to the St. Lawrence – and even the Great Lakes – to understand these amazing fish and create awareness for the Canadian shark population…if it does indeed exist here.Campaign promos rolls out starting Monday, July 21.Then, once SHARK WEEK begins, nightly interstitial content, hosted byTeddy Wilson (INNERSPACE), delves into Canadian waters to meet the scientistsand explore the question:  Could sharks surface in theGreat Lakes? This entertaining and engaging content all drives back to aninteractive and immersive experience featuring digital-exclusive content at discovery.ca/rogueshark, launching July 28.


“This video has certainlysparked the conversation around sharks, confirming what we already know to betrue:  Canadians are captivated by these creatures,” said PaulLewis, President and General Manager, Discovery. “We’re ready to feed thisfascination next month with more SHARK WEEK hours than everbefore.”


With full programmingdetails to be announced shortly, summer’s most-anticipated annual TV eventSHARK WEEK 2014 returns to Discovery for seven teeth-gnashing nights,beginning Sunday, August 10, through Saturday, August 16, taking itsbiggest bite out of summer yet! All told, Canadians can look forward to anunprecedented 42 hours of teeth and fins during SHARK WEEK 2014 and morepremiere hours than ever before in the 19-year history of the iconic summerevent.


For the first timeever, the iconic theme week will feature original Canadian content – andthat doesn’t include the rogue sharks “spotted” in Lake Ontario!  Anchoringthe line-up, DAILY PLANET wades into shark-infested waters to deliver fivenights of the most incredible and bizarre shark science from around the world.From there, Discovery builds upon last year’s 11 shark-filled programs, offering13 new SHARK WEEK specials (airing day-and-date with Discovery U.S.); thereturn of last year’s hit late-night LIVE SHARK AFTER DARK talk show; a Saturdaynight movie double-bill.  Discovery’s full night-by-nightline-up will be announced shortly.



The worldis just awesome! With compelling real-life programming that inspires andentertains, Discovery reveals the world in all its wonder, diversity andamazement. Discovery offers a signature mix of adrenaline-charged stories,larger-than-life personalities and vivid imagery for viewers with curious minds.With the best non-fiction programming from Canada and around the world,Discovery captures the excitement of a passion for life – one lived fully and atits most extreme. With exceptional and immersivestorytelling, the channel offers in-depth, behind-the-scenes glimpses at theextraordinary people and places that shape our world. Launched in Canada in1995, Discovery is now available in more than eight million Canadian homes.Discovery is offered in standard definition (SD) and high definition (HD)simulcast – for viewers who want an even bigger and bolder experience. DiscoveryCanada is a joint venture between Bell Media, which is owned by BCE Inc. (TSX,NYSE: BCE), Canada’s largest communications company, and DiscoveryCommunications Inc. Find more information and interactive online features atDiscovery.ca.




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