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Shark week is an annual, week-long programming block on Discovery Channelwhich features shark-based programming, real and fictional. Now broadcast in 72countries Shark Week is heavily promoted via social networks like Facebook andTwitter but lacks out of home print marketing. The goal was to increaseconversation for Discovery Channel’s renowned Shark Week utilizing out of homemarketing and their unique brand personality. Increasing the conversation will inturn augment their viewers and the success of the program.