Back in a 2006 episode of "30 Rock," Tracy Morgan's character told Jack McBrayer that he needed to "live every week like it's Shark Week." It turns out, a lot of celebrities have been taking that advice.
TV host Craig Ferguson and "Saturday Night Live" alum Andy Samberg have hosted the Discovery Channel's week-long celebration of apex predators. This year's host -- video blogger Philip DeFranco -- may not carry as much star power (though he does look like he's having fun watching an animatronic recreation of the prehistoric shark megalodon crush things between episodes). But other celebrities are picking up the slack, thanks to enthusiastic posts on Twitter.
Stars ranging from "Jersey Shore's" Nicole Polizzi to three-time Oscar nominee Leonardo DiCaprio are talking about Shark Week. Here are some of their toothsome Tweets:
Da na! Da na! Da na da na da na "@alexguarino92: The only thing scarier then shark week is @snooki"
-- NiC0LE P0LiZZi (@snooki) August 14, 2012
Shark week!!! (me running around the kitchen) Shark Week!!!
-- Evan Rachel Wood (@evanrachelwood) August 12, 2012
. @sharkweek 25th aniv. Why have so many been so fascinated by these creatures for so long (They don't even make good handbags)? #SharkWeek
-- Kenneth Cole (@KennethCole) August 14, 2012
Here is your nightmare for tonight: A shark attacks in slow motion. tinyurl.com/9m969jv
-- R.L. Stine (@RL_Stine) August 15, 2012
Wow these shark attacks on @sharkweek are going to keep me out of the water forever!!! So scary!!
-- Jayde Nicole (@Jayde_Nicole) August 15, 2012
Im actually excited to watch #Sharkzilla!!! lol
-- Jordin Sparks (@JordinSparks) August 14, 2012
This #sharkweek, help protect great whites from extinction bit.ly/PFChMu with @oceana
-- Leonardo DiCaprio (@LeoDiCaprio) August 14, 2012
The celebrities aren't alone in obsessing over Shark Week on social media. Discovery, in fact, has put extra effort into pushing the brand through social media to promote higher ratings. It seems to be working: Last year, Shark Week attracted more than 26 million viewers.
Shark Week continues tonight with the new shows "Great White Highway" at 9 p.m. and "Shark Week's 25 Best Bites" at 10 p.m. on Discovery. Portland Comcast viewers with high-definition subscriptions can catch all Shark Week programming three hours earlier on channel 707.
Shark Week 2012 review: 'How Jaws Changed the World,' plus Jimmy Fallon (video)
Shark Week 2012 review: 'Sharkzilla' brings prehistoric terror megalodon to life (video)
Shark Week 2012 preview: Brace yourself for blood with grisly 'Shark Fight' (video)
Shark Week 2012 preview: 10 cool shark facts to sink your teeth into (video)
Shark Week 2012 preview: 'Air Jaws Apocalypse' captures great whites in mid-air (video)
-- Grant Butler Follow @grantbutler
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