• by Chuck Martin , July 10, 2019

Southwest Airlines is launching a campaign with Discovery Channel with the use of augmented reality to promote Shark Week beginning July 28.

The AR experience allows consumers to “swim with sharks” after downloading a filter to their phone.

The filters include the most popular sharks featured in Shark Week programming: great white shark, hammerhead shark, mako shark, tiger shark and bull shark. The sharks then can swim across the phone screen and can be shared via photo or video through social channels.

“Whether on the ground with augmented reality experiences and gate games hosted by employees, to inflight exclusive content on our Shark Week on-demand channel or through our social channels with engaging content and a special sweepstakes, we'll be celebrating sharks all month,” states Brandy King, director of external communication who oversees the airline's brand partnerships and entertainment public relations initiatives.”

While flying on Southwest, travelers also can see Shark Week content on the onboard entertainment Shark Week TV channel.