Dive Brief: 

• Big name brands are trying to ride the current behind Discovery Channel's annual Shark Week event. 
• Travelocity is already seeing results with its branded microsite "HowFarAmIFromSharksRightNow" that it is promoting through the @RoamingGnome Twitter handle. So far they've gathered over 200,000 impressions and a 16.25% engagement rate. 
• Other brands with Shark Week content include Red's Apple Ale, Southern Comfort, Dunkin' Donuts, and Tidy Cats -- who are running a Kitten Week parallel to Shark Week. 

Dive Insight: 

Shark Week has turned into a yearly cultural phenomenon with social media activity similar to events like the Super Bowl or the Olympics, so it only makes sense for brands to try to jump into that active chatter on social platforms.