Recent Google Maps images of Sydney’s popular Bondi Beach show a massive school of unidentified sharks cruising just meters away from swimmers. Visit http://www.australiancoastalwatch.com.au/index.php/news/bnshark14432tx.article.html and zoom in to take a closer look at the sharks. Pretty amazing, but scary stuff…
The Austrailan Coastal Watch website was set up to be as legitimate looking as possible, without looking ‘too over produced’ or suspicious. The link to the site was seeded entirely through email and unpaid social networking sites like twitter, Facebook, Digg and StumbleUpon.
The agency created a Twitter account and timed our ’shark warning’ tweets to coincide with a 3 KM Bondi Beach ocean swim event, which everyone was tweeting about.
The agency also used it’s personal accounts to retweet the link using various different search words like: shar, google, bondi, oceanswim, warning, etc.
The viral element was part of a larger ‘ambush’ campaign, which included online ads, a little bit of print and some radio.
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