Travelocity wanted to join in the Shark Week frenzy, but needed to do it in a way that a travel brand could legitimately play rather than just borrowing interest.

Well, from our perspective there are two audiences for Shark Week: the ones who cover their eyes at the worst parts (me), and the lunatics who dream about the day when they get to go down in the cage and see it for themselves. And that’s where Travelocity fits in.

Using Google Maps API and real shark sighting data, we could determine exactly how far you were from the nearest shark. You could then decide to book travel that put you closer to that shark (you psycho), or far, far away.

We created a slew of social posts:

And ultimately got attention for one of the "best Shark Week campaign efforts by a brand" in social.