Discovery Channel has teamed up with Delivery Agent to develop an omni-screen commerce campaign centered on Shark Week, on air this week.
"Shark Week, which shows no signs of slowing down, has become a multimedia phenomenon. Fans are watching and engaging with the show through a multitude of platforms and devices," says Christine Wacker, director of commerce partnerships and consumer products, Discovery Channel. "As we developed our e-commerce strategy, it was only natural for us to bring the brand directly to our fans and allow them to activate through all of Delivery Agent's commerce-enabled consumer touch points, from social to mobile to television."
Delivery Agent has "shop-enabled" the popular summer programming event with a Twitter Buy Now initiative that will allow Shark Week's more than 256,000 Twitter followers to buy products directly from their Twitter feed. A new Twitter offer will be available daily with exclusive deals on Shark Week-related products ranging from apparel to accessories.
Additionally, viewers watching on Samsung connected TVs will also be able to shop from their television screens via an interactive overlay that will appear adjacent to Shark Week programming. The shopping experience will then be on a mobile device by entering a mobile phone number into the television overlay. This is the second year in a row Delivery Agent has shop-enabled Shark Week on Samsung connected televisions for the second year running. Last year's Shark Week television commerce campaign yielded a 2 percent engagement rate, with 91 percent of viewers who forwarded a shopping link to their mobile device clicking through to the official Shark Week online store.