Shark attack! As part of the overall marketing strategy for the launch of Great White Shark 3D, the Montreal Science Centre hoped to create a buzz and educate guests that there are, in fact, sharks in Quebec waters.

As part of this effort, the Science Centre engaged free-diver and local shark specialist Jeffrey Gallant as ambassador for the film and corresponding exhibition, Planet Shark: Predator or Prey. A blog was launched featuring Gallant and his expedition to tag a shark, and viewers could interact with him via a Q&A on camera.

Interested participants could also enter a sweepstakes to find a name for Gallant’s new shark and could be entered to win a trip to see sharks in Tadoussac, Quebec.

In addition, the Science Centre hosted a conference with Gallant for their Facebook and Twitter fans, and Gallant was interviewed on an evening Montreal talk show.

Click these links to watch the following video clips: