Delivery Agent Helps Discovery Sell ‘Shark Week’ Merchandise

Delivery Agent said it has again hooked up with Discovery Channel on a campaign that enables the programmer to sell “Shark Week” merchandise to viewers via Twitter, Samsung smart TVs and other connected devices.

During the one-week campaign, which got underway Sunday (June 5), a new item and a new deal will become available through Delivery Agent’s platform. Delivery Agent, for example, said it is offering exclusive Shark Week merchandise, including apparel and accessories, via Twitter’s “Buy Now” component. The Shark Week Twitter handle (@SharkWeek) has more than 256,000 followers.

This also marks the second consecutive year that Delivery Agent has shop-enabled Shark Week on connected TVs, the companies said, noting that last year’s TV-commerce campaign yielded a 2% engagement rate, with 91% of viewers who forwarded a shopping link to their mobile device clicking through to the official Shark Week online store. For this week’s campaign, viewers watching on Samsung connected TVs can start the purchasing process when an interactive overlay appears adjacent to the programming.  Upon selecting those interactive elements, viewers will receive a Web-based shopping link to mobile devices, where they can complete their purchases.

The Shark Week block has historically been a ratings winner for Discovery Channel.  Last August, the programming tilt broke records, earning the highest ratings ever for Discovery among total viewers and women ages 25-54, as well as women ages 18-49.

“Shark Week, which shows no signs of slowing down, has become a multimedia phenomenon. Fans are watching and engaging with the show through a multitude of platforms and devices,” Christine Wacker, director of commerce partnerships and consumer products, Discovery Channel, said in a statement. “As we developed our e-commerce strategy, it was only natural for us to bring the brand directly to our fans and allow them to activate through all of Delivery Agent’s commerce enabled consumer touch points - from social to mobile to television.”

“The team at Discovery has always been forward thinking as evidenced by their early insight into the value of combining commerce capabilities with TV programming,” added Delivery Agent CEO Mike Fitzsimmons.  “Our integration with leading social, mobile and television platforms provides Discovery with an omni-screen commerce experience that aligns with where and how their fans are engaging with content.”