Welcome to the automated Brand Tracker diaries.
How Shark Week Continues to Make a Big Marketing Splash Year After Year
Goal: To engage fans and celebrate sharks
Claim: Celebrating these amazing creatures
Media: Television, real-life activations, partnerships
Summary: Shark Week, which started in 1988 and has become a significant marketing effort for the Discovery Channel, continues to attract fans through various activations and partnerships that provide unique experiences. This includes limited-edition products and photo opportunities at major events, all while staying true to its core mission of celebrating sharks.
It all came down to 17 seconds – ThinkTV announce challenge winner
Source: https://stoppress.co.nz/news/thinktv-announce-17-second-challenge-winner/
Goal: Showcase creativity in television advertising
Claim: Memorable television advertising isn’t defined by the size of a production budget
Media: Television
Summary: ThinkTV has announced the winner of the inaugural 17 Second Challenge, aimed at showcasing creativity in TV advertising without brand or product specifics. The winners, Katerina Lo and Clio Ng from PHD NZ, created the entry named ‘What the…?!’ which will be featured in ThinkTV's campaign. The challenge emphasized that the impact of advertising is determined by innovative thinking rather than budget size.
DiscoverIreland.ie Signs Up as Sponsor of The Traitors Ireland
Source: https://www.adworld.ie/2026/07/17/discoverireland-ie-signs-up-as-sponsor-of-the-traitors-ireland/
Goal: To connect with audiences and inspire travel experiences in Ireland.
Claim: DiscoverIreland.ie connects with an engaged audience through one of the country’s biggest television events.
Media: Television, audio, social media, RTÉ Player, RTÉ Radio 1
Summary: DiscoverIreland.ie, owned by Failte Ireland, has signed up as the new sponsor for the second series of The Traitors Ireland, featuring 240 credited stings in episodes and across various media platforms, aiming to inspire audience engagement and travel experiences in Ireland.