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Volkswagen continues relationship with Discovery Channel, bringing a new version of the VW Beetle Shark Cage back for Shark Week 2013

Volkswagen Joins Discovery Channel as Shark Week Sponsor

VW Engineers Build a Custom Observation Cage Resembling a 2013 Beetle Convertible
July 26, 2013

Volkswagen of America (VWoA) announced today its renewed relationship with Discovery Channel for the network’s annual Shark Week, which kicks off on Sunday, August 4th at 8PM ET/PT.

This is VWoA’s second consecutive year as presenting sponsor for Shark Week, one of television’s most anticipated annual programming events. Building on last year’s wildly successful integration featuring the Beetle Shark Cage, VWoA is excited to raise the bar in 2013 with the Subaquatic Road Trip. Working with marine biologist Luke Tipple, and Discovery’s branded entertainment team, last year’s observation cage has been transformed into a 2013 Beetle Convertible, bringing the underwater action to the ocean floor and the viewers at home even closer to the deep dive.

“As Discovery’s longest-running franchise and TV’s must-see summer event, Shark Week has a loyal audience, which we are proud to engage in this unique sponsorship with Volkswagen,” said Scott Felenstein, executive vice president, advertising sales, Discovery Communications. “We are thrilled to continue our partnership with Volkswagen, connecting them to our passionate fans to help drive brand awareness and showcase VW’s ingenuity and originality.”
On-air elements include a Shark Week short-form content series allowing viewers a chance to watch as Luke Tipple takes the Beetle Convertible Shark Cage for a Subaquatic Road Trip along the ocean floor
VWoA’s social media sponsorship also will expand this year, including the Shark Week Plus co-branded simultaneous viewing app, designed to attract audiences and enabling sharing across iPhone® and iPad® devices, and online. Viewers also will be able to share photos, videos, and Shark Week news directly from their mobile devices to online social media outlets including Discovery and Volkswagen Facebook and Twitter pages. Additionally, VW and Discovery will encourage fans to participate in this year’s new online experience Subaquatic Road Trip, enabling them to be transported into the 360-degree view of Luke Tipple’s underwater journey in the VW Beetle Shark Cage. In addition to Discovery’s Twitter hashtag #SharkWeek, Volkswagen will once again create buzz on Twitter using the custom Shark Week hashtag #VWSharkWeek.

On-air elements include a Shark Week short-form content series allowing viewers a chance to watch as Luke Tipple takes the Beetle Convertible Shark Cage for a Subaquatic Road Trip along the ocean floor, and Shark Week “sneak peeks”, which offers an exclusive look into Shark Week programming beginning the week of July 22nd.

Recently, the relationship between VWoA and Discovery garnered recognition from the Cannes Lions International Festival of Creativity. The 2012 Volkswagen Beetle Shark Cage campaign was awarded a Silver Lion for Best Brand or Product Integration into a Feature Film, Existing TV Show and/or Series and a Bronze Lion for Best Media Campaign for a Car and Automotive Service. The on-air content was developed by Volkswagen's creative Agency of Record Deutsch LA. MediaCom facilitated the partnership between Volkswagen and Discovery.





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