Discovery Channel to Launch SHARK WEEK Digital & Social Media Campaign

In 2011, SHARK WEEK viewers dominated social media, nabbing the top spot on Trendrr's social TV chart and generating more than 750,000 SHARK WEEK Tweets throughout the week. As Americans prepare to celebrate the 25th anniversary of summer's most jawsome ritual, Discovery Channel is making this year the most digitally engaging and socially fueled yet.

Immersive360-Degree 'Shark Cam'

The countdown to SHARK WEEK started earlier this month with the launch of Shark Cam, a live 360-degree underwater experience from the Georgia Aquarium's Ocean Voyager exhibit, powered by Ustream. Visitors to SharkWeek.com can dive in with 33 sharks spanning seven species with daily feedings and interactive live chats with shark experts from August 13-16.

Viewers Turn Programmers Through Social Media

Turning our attention to the TV, beginning on Sunday, August 12 at 9pm ET/PT, Philip DeFranco of Revision3's The Philip DeFranco Show will host the Shark Week Chompdown, as fans vote by visiting SHARK WEEK's Facebook page and using unique on-air Twitter hashtags on which item they would like to see our massive mechanical megalodon, Sharkzilla, bite to bits each night. For the first time ever, fans on social media will control their SHARK WEEK destiny, as their votes will determine which item meets its ultimate demiseeach night (with the possibility of different outcomes for ET and PT).

#SharkWeek Fin-atics Featured On Air

SHARK WEEK viewers also will have the chance to be a part of Discovery Channel's primetime lineup by joining the SHARK WEEK Twitter Frenzy, a live on-air ticker that will complement 10 hours of programming. During the 9pm and 10pm hours each night our social media sharks will be selecting their favorite #SharkWeek fan Tweets to feature on TV.

Simultaneous Viewing Experience

Viewers that want to immerse themselves even further can download the Discovery Channel HD App for iPad and add Shark Week Plus to their SHARK WEEK experience. The audio-synced, simultaneous viewing app is paired with five nights of premieres at 9pm ET/PT, including AIR JAWS APOCALYPSE, SHARKZILLA, HOW JAWS CHANGED THE WORLD, SHARK FIGHT and GREAT WHITE HIGHWAY, and features behind-the-scenes factoids, photos, quizzes, social conversation and more.

Fans also can add more bite to their SHARK WEEK with:

· A Thunderclap for Sharks: SHARK WEEK fans will be encouraged to join Discovery Channel, Oceana and other partners in a special Thunderclap to support the West Coast population of great white sharks being added to federal and California state Endangered Species lists.