After years of the same old shark clichés, we found a fresh way to get people excited about Discovery Channel's Shark Week - market it as though it was an upcoming horror movie. We used a complex influencer seeding program as well as a real world treasure hunt to fuel word of mouth for an immersive time-released site containing unsettling first-person shark attacks. We also created a breakthrough personalized shark attack through one of the first creative uses of Facebook Connect.

Agency: Campfire