Wait, What? There Are Sharks in Lake Ontario? Viral Video for Discovery's SHARK WEEK Marketing Campaign Proves Canadians Can't Wait for the Annual Fin-Fest

 – The video of the rogue shark "spotted" in Lake Ontario was the first step of a multi-stage marketing campaign for the Nissan Rogue, the sponsor of SHARK WEEK –
– Discovery Canada's 19^th summer fin-fest to air a staggering 42 hours of SHARK WEEK content, August 10-16 –

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TORONTO, July 16, 2014 /CNW/ - It's O.K., Canada. Summer swimming activities can resume as normal. Discovery wants to quell the concerns of Canadians everywhere and reveal that the widely-circulated video of a shark swimming in Lake Ontario is, in fact, not a real shark. The video of the incredibly life-like prosthetic model shark is the first stage of a multi-level marketing campaign tied to the channel's iconic summer event, SHARK WEEK.  Nissan is the presenting sponsor of SHARK WEEK 2014, a blockbuster summer event that offers the ideal promotional platform for the company's Nissan Rogue brand. Released on YouTube last Friday, the video has since gone viral, capturing more than  220,000 views – and climbing.

The campaign was developed for Nissan by Bell Media's Brand Partnership team and in collaboration with Nissan's marketing partners, OMD and TBWA. Dubbed "In Search of Canada's Rogue Shark," it covers the rugged Canadian terrain – in a Nissan Rogue, of course -- from the Pacific to the Atlantic, from the Bay of Fundy to the St. Lawrence – and even the Great Lakes – to understand these amazing fish and create awareness for the Canadian shark population…if it does indeed exist here. Campaign promos rolls out starting Monday, July 21. Then, once SHARK WEEK begins, nightly interstitial content, hosted by Teddy Wilson (INNERSPACE), delves into Canadian waters to meet the scientists and explore the question:  Could sharks surface in the Great Lakes? This entertaining and engaging content all drives back to an interactive and immersive experience featuring digital-exclusive content at discovery.ca/rogueshark, launching July 28.

"This video has certainly sparked the conversation around sharks, confirming what we already know to be true:  Canadians are captivated by these creatures," said Paul Lewis, President and General Manager, Discovery. "We're ready to feed this fascination next month with more SHARK WEEK hours than ever before."

With full programming details to be announced shortly, summer's most-anticipated annual TV event SHARK WEEK 2014 returns to Discovery for seven teeth-gnashing nights, beginning Sunday, August 10, through Saturday, August 16, taking its biggest bite out of summer yet! All told, Canadians can look forward to an unprecedented 42 hours of teeth and fins during SHARK WEEK 2014 and more premiere hours than ever before in the 19-year history of the iconic summer event.

For the first time ever, the iconic theme week will feature original Canadian content – and that doesn't include the rogue sharks "spotted" in Lake Ontario!  Anchoring the line-up, DAILY PLANET wades into shark-infested waters to deliver five nights of the most incredible and bizarre shark science from around the world. From there, Discovery builds upon last year's 11 shark-filled programs, offering 13 new SHARK WEEK specials (airing day-and-date with Discovery U.S.); the return of last year's hit late-night LIVE SHARK AFTER DARK talk show; a Saturday night movie double-bill.  Discovery's full night-by-night line-up will be announced shortly.

About Discovery:
The world is just awesome! With compelling real-life programming that inspires and entertains, Discovery reveals the world in all its wonder, diversity and amazement. Discovery offers a signature mix of adrenaline-charged stories, larger-than-life personalities and vivid imagery for viewers with curious minds. With the best non-fiction programming from Canada and around the world, Discovery captures the excitement of a passion for life – one lived fully and at its most extreme. With exceptional and immersive storytelling, the channel offers in-depth, behind-the-scenes glimpses at the extraordinary people and places that shape our world. Launched in Canada in 1995, Discovery is now available in more than eight million Canadian homes. Discovery is offered in standard definition (SD) and high definition (HD) simulcast – for viewers who want an even bigger and bolder experience. Discovery Canada is a joint venture between Bell Media, which is owned by BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company, and Discovery Communications Inc. Find more information and interactive online features at Discovery.ca.

About Nissan Canada:
Nissan Canada Inc. (NCI) is the Canadian sales, marketing and distribution subsidiary of Nissan Motor Limited and Nissan North America, Inc. With offices in Vancouver (BC), Mississauga (ON), and Kirkland (QC), NCI directly employs 250 full-time staff. There are 184 independent Nissan dealerships, 35 Infiniti retailers and 44 Nissan Commercial Vehicle dealers across Canada. A pioneer in zero emission mobility, Nissan made history with the introduction of the Nissan LEAF, the first affordable, mass-market, pure-electric vehicle and winner of numerous international accolades including the prestigious 2011 European Car of the Year and World Car of the Year awards.

More information about Nissan in Canada and the complete line of Nissan and Infiniti vehicles can be found online at www.nissan.ca and www.infiniti.ca.

-DISCOVERY-

SOCIAL MEDIA LINKS:
Discovery Canada on Facebook: facebook.com/discoverycanada
Discovery Canada on Twitter: twitter.com/DiscoveryCanada

Image with caption: ""In Search of Canada’s Rogue Shark” video goes viral… SHARK WEEK is coming, Aug. 10-16 on Discovery (CNW Group/Discovery)". Image available at: http://photos.newswire.ca/images/download/20140716_C1866_PHOTO_EN_4318.jpg

Image with caption: ""In Search of Canada’s Rogue Shark” video goes viral… SHARK WEEK is coming, Aug. 10-16 on Discovery (CNW Group/Discovery)". Image available at: http://photos.newswire.ca/images/download/20140716_C1866_PHOTO_EN_4319.jpg

SOURCE: Discovery

Jodi Cook, Discovery, 416.384.4603 or [email protected]; Noah Zatzman, Discovery, 416.384.5903 or [email protected]