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Syfy Unleashes 'Sharknado 2' Marketing Storm

Proof again that the Syfy Network doesn’t know the meaning of the words “too much,” the NBCU cable channel is preparing a major marketing push behind the July 30 debut of Sharknado2: The Second One, the latest installment in the popular franchise.

The campaign – called a "Category 5 Marketing Storm" by the network --  includes  a digital, social and in-store partnership with 26,000 Subway restaurants nationwide (Subway spokesman Jared Fogle has a cameo in the movie), Sharknado 2 star Ian Ziering throwing out the first pitch at the July 28 New York Mets vs. Philadelphia Phillies game at CitiField (another key location in the movie) and an exclusive trailer on Fandango.com that has already reached nearly 2 million fans. In addition, Ziering and cast members Tara Reid, Vivica A. Fox, Judah Friedlander and director Anthony C. Ferrante will participate in a panel at San Diego’s Comic-Con on July 25.

The marketing push comes on the heels of a book – How to Survive a Sharknado and Other Unnatural Disasters – and video game (Hit it Rich) tied to the sequel.

“Since its premiere last summer, the Sharknado franchise has been an astonishing global success story, setting a new bar for the power of social TV,” said Syfy executive vice president of marketing, digital and global brand strategy Michael Engleman in a statement. “This year, we’ve continued to build on our success by embracing the irreverent tone of the film itself as well as launching a dynamic array of social, digital, and second screen initiatives. For Sharknado 2, the strategy is to give the consumer the tools to be at the center of the conversation.”

On the digital front, Syfy will engage fans with exclusive trailers, a seven-day countdown featuring the best screams of Sharknado, the movie’s best bites and more. During the Sharknado 2 July 30 premiere, Syfy will air “What the Shark?” moments that highlight the craziest scenes from the movie and will feature live tweets from fans

In addition, Sharknado: Battle of the Bites Bracket pairs off the most memorable moments from Sharknado against each other in a March Madness style bracket. Users vote for their favorite moments in a number of different rounds, with the ultimate Sharknado moment being revealed on July 30th in time for the sequel’s premiere.

Other digital tidbits include:

·A shareable party kit featuring all the must-haves to host a Sharknado themed party;

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At #YOUARELUNCH Hub, sponsored by Joe’s Crab Shack, presents the best memes of sharks eating lunch (a.k.a. people) from Sharknado and the films featured in Sharknado Week;

The Go Shark Yourself App, for iOs and Android devices, enables consumers to insert themselves into a variety of customizable, Sharknado-themed backdrops and share them with friends.